The popular online dating site OKCupid followed in the deceitful footsteps of Facebook by duping users with skewed search results.

According to the New York Times, despite the bad publicity faced by Facebook, OKCupid on Monday published results of three experiments it recently conducted on users. In one test, it obscured profile pictures. In another, the site hid profile text to see how it affected personality ratings. And in a third, it told some hopeful daters that they were a better or worse potential match with someone than the company’s software actually determined.

“If you use the Internet, you’re the subject of hundreds of experiments at any given time, on every site,” Christian Rudder, president of OKCupid, wrote on the company’s blog. “That’s how websites work.”

The results found that site use was down during part of the experiment and that basically, "people are exactly as shallow as their technology allows them to be."

The New York Times also points out that the test illustrates how easy it is for a website to manipulate users without their knowing. The small number of users who received changed compatibility scores, some to 90 percent from 30 percent, were not told about the change before the experiment began. After the test ended, OKCupid sent emails revealing the true compatibility scores.