Online dating site Chemistry.com continues to embrace the gays.

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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.

Chemistry.com struck another blow against rival eHarmony. The dating sites have been at war for months now, largely because of Chemistry.com's aggressive ad campaign. A previous series questioned eHarmony's queer exclusion. Now a new round rags on eHarmony founder Dr. Neil Clark Warren's celibacy celebration:

Dr. Warren, a former seminary student who has had several books published by Focus on the Family, an evangelical Christian group, has publicly voiced his belief that premarital sex can increase the likelihood of one’s marrying the wrong person.

No way, Warren: screwing helps weed out the losers.

eHarmony, meanwhile, reiterated that they have nothing against gays. Nor are they swayed by Warren's evangelical roots. The site simply doesn't have the appropriate "psychological data" to pair same-sex couples.

Damn our bent brains!

Love ain't easy. Of all the things we know about the mysterious emotion, it's that romantic complexities reign supreme. And one woman, Dr. Helen Fisher, knows that more than anybody.

Credited as the world's most proficient relationship guru, the Rutger's professor pioneered more than her fair share of studies into the realm of the heart.

While some people prefer a psychological approach, Fisher's background in evolutionary anthropology, she says, offers a more accurate portrayal of amour.

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Slate's ad rater, Seth Stevenson calls "bullpoo" on eHarmony.

The Christian-influenced, anti-gay marriage-oriented dating site explains they refuse gays for two reasons: one, gays can't marry and, two, their "partner-matching algorithms" aren't queer calibrated.

These half-assed explanations sure do incense Stevenson…

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