The co-founder of internet dating giant Ok Cupid, Christian Rudder, recently announced in his blog that his company ‘doesn’t really know what it’s doing’ when it comes to matchmaking.

This might have dismayed his clients, but it backs up what psychologists have been saying for some time about dating sites: that despite being easy to use and offering endless choice, they do a fairly poor job of steering us towards people we might actually like.

Most dating sites try to do precisely the opposite: engage the rational, analytical side of our brain.

This is great when we’re trying to decide on a savings scheme or to plan a cycle route, but for complex social decisions, such as who to date, it’s not helpful. Moreover, we are not good at predicting who our ideal partner might be.

This new phenomenon is as scary as it sounds: being zombied - the next dating fad that's bound to drive you up the wall.

It starts off with similar behaviour to ghosting, where someone you have been chatting with goes days without responding or acknowledging your message.

In the worst cases, they will visibly "read" your message and fail to respond.

After a while, you might give up on the ghost ("Good riddance", you think) and start talking to someone else.

Every other dating site argues the opposite, of course.

Most claim that their complex algorithms increase the chances of us meeting someone compatible.

Consider how we make decisions about people in the real world.