New dating site in

It spent a lot of F8 trying to convince people that, yes, Facebook can be trusted again.

Observers were quick to point out that launching a new feature like dating, which comes with all kinds of privacy expectations and implications, is either bold or tone deaf, depending on who you ask.

The social media giant has 2.2 billion monthly users and—in case you haven’t heard the news—plenty of data on them.

It actually makes a lot of sense, and Chief Product Officer Chris Cox even joked that he thought Facebook would have launched dating more than a decade ago.

“One of the great ironies for me is that when a lot of us joined the very first version of the service in 2004, back when it was just a handful of college students, we were convinced that dating would be the next feature Facebook was going to add,” Cox said onstage at Facebook’s conference last week.

Of all the surprises at Facebook’s annual developer conference last week, CEO Mark Zuckerberg’s unexpected announcement that Facebook is launching a dating service may have taken the cake.

It’s not at all that Facebook couldn’t launch a dating feature.

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It’s unclear, but a spokesperson said Facebook hopes to begin testing the feature in the coming months.

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