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In December 2006, the layout of the United States site was redesigned, to go in line with the newly launched series of black and white TV advertisements in the US featuring members.
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The initial users of the service were given free lifetime charter memberships for signing up in an effort to build up the initial database of users for other paying customers to be able to match with.
David Landis, president of the San Francisco, California public relations firm, Landis Communications, Inc., helped promote the launch of during its early stages.