We all remember eHarmony’s refusal to provide services for single gay folk attempting to make a harmonious match and the resulting lawsuit. Ultimately, eHarmony started a separate site for gay and lesbian people, but not without a fight by the founder, Christian Evangelical Dr. Neil Clark Warren! Enter chemistry.com.
Noting the fact that eHarmony had just shunned a large and loyal target market, chemistry.com launched (and continues to run) ads saying “Rejected by eHarmony, Because I’m Gay?” and “Gay? Not on eHarmony.”