victor7 writes "Business Week Online is running a story about a new entrant into the online dating service market called Chemistry.com which has a unique approach to trying to match up subscribers. The goal is to try to programmatically decipher the subscriber's brain's 'love map' which they believe represents that chemistry that people have with each other." From the article: "There are other personality types as well that are based on chemistry. There are questions that tell us if you are good at abstract thinking, or quick to make decisions and act on them. It's not exactly like I'm going to light a fire between the two of you. It just raises the chances. Most people fall in love because they have shared values, but they stay in love because their personalities mesh. We're trying to increase the changes of finding that spark and joy and excitement you feel when personalities mesh."