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They began work on Crazy Blind in July 2007 and assigned three of the company's nine engineers to build the website.

The site made it easy for users to go on blind dates within hours of signing up.

That way daters could contact one another without exchanging phone numbers.

Yagan decided to kick off Crazy Blind in Austin because he thought people in a socially liberal university town would be more likely to seek blind dates.

"Any place you might advertise to attract daters, someone's already there," he says. In May, Facebook founder Mark Zuckerberg announced that outside software developers could build programs, called widgets, that would operate within his company's wildly popular social network.

The problem, as Yagan saw it, was that operating inside Facebook would seriously constrain Ok Cupid's ability to sell advertising.

This time, the radio stations went along with the plan.

The Decision Yagan and Coyne decided that the potential rewards of press coverage and increased Web traffic from a blind-dating site outweighed the benefits of buying advertisements or developing more features for Ok Cupid.

Instead, after two years of rapid growth, its Web traffic was flat-lining while competitors were growing rapidly.

By early 2007, Yagan realized his window of opportunity was closing.

" Yagan knew that the site's appeal -- the novelty of instantaneous hookups -- might be off-putting to some users, so he instructed his software developers to add an option of arranging double dates, which would offer safety in numbers.

"Men will look at this and say, 'Sweet; I can get a woman delivered to me,' " says Yagan. This way they'll only need to bring half a canister of mace." To further mollify wary users, he also set up a text messaging system that routed messages through his company's servers.

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