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There is also a big stigma becoming attached to them as many of them are proving to be bogus, all sorts of scams are being reported lately ranging from the staff posing as interested women to bot sending out messages pretending to be from women. But you have to be a paid member to reply or get contact info and it is all bull.
It is never too late to break into a big market. Just do it right and don't go crazy trying to collect membership fees. You shouldn't have to trick people and if you come up with a great site with new ideas and you are honerable then I say go for it.