Background checks split online dating industry

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However, Vest's many critics in the industry say he is acting mostly out of self-interest. They contend that True.com's screening method — running names through state databases of criminal records — is incomplete and too easily thwarted, potentially creating a false sense of security for customers.

"It's so superficial that it's worthless," said Braden Cox, policy counsel with NetChoice, a coalition of e-commerce companies that includes Yahoo, AOL and other major players in online dating.

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