They'll do it, maybe make it free and run ads on it. It is a search problem and if they can get you to give up even more personal information about yourself, they can serve up even more targeted ads. It doesn't seem like other dating sites have even though of this.
Divorced, male, 40, 2 kids that live at home, makes $50k-75k a year, likes photography, new to Chicago, is a few extra pounds and has searched for xyz in the last 30 days.
Combine that with wi-fi location data or whatever else they have, keywords in your GMail account, the type of business you promote through AdWords, whatever you've paid with through GBuy recently....
Local targeting...hmmmm these two have gone through the E-Harmony style get to know you first 4 steps. Looks like they are ready to go out. With incomes or 50k and 75k and the words gourmet, Italian & seafood in the profiles, here is the perfect restaraunt to serve up an ad for.