A settlement has been reached in the case of Eric McKinley, a gay man from New Jersey, who filed a discrimination suit against eHarmony Inc. when the site refused to accept his same-sex personal ad and the online dating site has agreed to accept gay couples. Beginning in 2009, gays and lesbians can join all the desperate straight folk hoping that the site's patented "love of your life" algorithms will find them the man or woman of their homosexual dreams.

Neil Clark Warren, founder and owner of the site had previously come up with all sorts of fun excuses to exclude gay singles, the most popular being that the site was focused on finding a partner for life, but since most states didn't allow gay marriage, there was no point.

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The ad from for-straights-only online dating service eHarmony isn't what's worth watching here. It's that eHarmony's spot is directly behind a spot for Sprint's new Instinct phone that's filled with lesbian overtones — or at least Oprah-Gail girlfriend overtones. Dr. Neil Clark Warren must be so pleased.

The spin doctors are in!

Newsweek's Lisa Miller recently wrote on a gay couple's lawsuit against dating site eHarmony, which prohibits same-sex couples.

The site claims that they haven't calibrated themselves for the queers and, thus, cannot accommodate our allegedly unique dating styles. They also justify their discrimination by saying they're marriage oriented and, since gays can't marry, they're just following the law of the land.

We've always doubted their arguments, but Miller falls for it hook, line and stinker!

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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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Online dating service Chemistry.com isn't backing down from eHarmony.com's lawerly threats. The brouhaha began last month after Barry Diller's Chemistry.com started running television and print ads taking on the eHarmony's gay ban.

Founded by Focus on The Family ally and James Dobson pal, Dr. Neil Clark Warren, eHarmony insists they don't discriminate against gays because they disapprove, but because their patented psychological tests aren't calibrated for the queer mind. Oh, and then there's the whole no gay marriage thing - eHarmony boasts its marriage-oriented goals. Since gays can't marry, well, eHarmony can't invite them into the not-so-loving fold. Discrimination sure is convenient, huh?

It certainly is for Chemistry.com's advertising agents, who concocted the aforementioned ads to prove their gay worth. And they're certainly getting in the thick of the gays this and next weekend: the company's booked two ads in New York fag rag, Next. Something tells us eHarmony hasn't booked any space in the weekly's pages. Perhaps they're too busy fending off lesbian Linda Carlson's discrimination lawsuit. Will eHarmony's anti-gay tenacity take them down? We fucking hope so.

The Conservative Voice may want to rethink their contextual advertising format. But, then again, so should we - a reader pointed out that an eHarmony ad found its way on our site yesterday.

The advertising gods must be crazy!

Online dating service eHarmony isn't taking Chemisty.com's advertorial attacks lying down. The company - which got its start under James Dobson's Bible-thumping thumb - has hired famed lawyer Lanny J. Davis - who helped Clinton during that whole Lewisnky blow job brouhaha.

In an effort to save his client's hide, Davis has asked NBC and People to stop running Chemistry.com's adverts, which highlight eHarmony's irrational, allegedly discriminatory practices.

As you may recall, one commercial features a man saying eHarmony rejected his application because he's gay.

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Ever since it first burst upon the scene in 2003 with its "scientific" approach to finding everyone's perfect love match, Dr. Neil Clark Warren's eHarmony has also disappointed gay men by only allowing them to find love matches with women. It's quite a bait and switch really, since many of the gays we know love filling out surveys, and the eHarmony signup process is a survey aficionado's wet dream.

In the beginning, we figured they hadn't yet configured their database to allow samesex matches, but it goes deeper and darker than that. eHarmony got its first big financial bump from "Dr." James Dobson of Focus on the Family, and remains beholden to the organization to this day.

The religious ties of the dating site run so deep that they even require their straight customers to be fully divorced before enrolling. That is the reason a California lawyer who is finishing up his divorce is suing the company. He thinks that women should decide for themselves whether or not he, as a still-married man, is worth the trouble. From the nature of his case, we suspect he is quite a handful, ladies, so don't say we didn't warn you.

Married lawyer sues eHarmony for refusing to help him find love [SFGate]
eHarmony and Focus on the Family [Daily Kos]
eHarmony [Official Site]