He also spammed the hell out of craigslist, iirc. There was a period of about a year where you couldn't go into a craigslist dating room without seeing fake posts that linked to POF profiles.
how the hell is that dark? he's at number 13 or even 130, it's still a huge success. he didn't rip anyone off here. most startups in the consumer space that have a big rise have some form of what purists would call a "dark side".