As we reported last month, the ad wars continue between Chemistry.com and rival eHarmony. Today, AfterElton took a closer look at the Match.com-owned site's revolutionary approach the advertising:

For a company to go directly after its biggest competitor in advertising is nothing new in a media landscape scarred by cola wars and fast-food takedowns. But for a company to use another company’s intolerance of same-sex relationships as a key talking point in two mainstream campaigns is something new and very bold.

And smart as shit, too.