Online dating and colonisation of the life-world

As I read about Habermas' ideas on the colonisation of the life-world by systems I think about the proliferation of online dating sites. At their best perhaps for those marginalised from the traditional dating scene (by age, lack of social capital, illness, disability etc) such spaces for interaction represent agency in the use of the "ambivalent potential" of technologies for mass communication. At the other end of this scale (of "ambivalent potential") are they a prime example of the infiltration of systems into the life-world, an appropriation of the essence of human relationships, sexuality even, "in the service of the machine"?