This means that ladies swipe "like" only 14% of the time, whereas the fellas generously swipe right on 46% of women or nearly half of all their matches.
A 2009 study used game theory to explain how humans review potential mates in the same drawn-out way we study a chess board: looking at the risks and rewards of certain moves.
"Oh, it's totally a game," Nick, 27, a Tinder fan, tells "It appeals to mostly men partially because of our competitive nature, and also because I find it's harder for guys to find dates." Like any game, there's a chance you can lose.
And as previous studies have shown, men are much more prone to risk-taking than women, and that translates from everything from gambling at a casino to online dating apps.
Game theory suggests that the perpetual "swipe right" instinct has always been predominant in men; location-based dating apps escalate the process at warped speed and, in the process, expose what men are really looking for.