This article uses online dating as an illustrative example of how digital business models transcend economic objectives to produce changes in societal behaviours and attitudes. Using a socio-technical perspective, this paper first examines how ICT innovations both shape and are shaped by their contexts. A sociocultural lens is then applied to analyse the inherent power relations amongst ICT innovators, users, and the public at large as a result of ICT innovation. These two perspectives provide an alternative to the dominant technologically deterministic view that ICT innovations inevitably produce efficiencies and progress. The paper concludes that online dating, as a proxy for other digital businesses, was born because of certain technological and social developments. Through fulfilling its business goals, it also has the power to shape dating norms and recreate the dating pool – inequities and all – in a virtual world.