The Washington Post reported on the feud, made public in television ads that specifically attack California's eHarmony for rejecting applicants based on an extensive questionnaire.
The campaign by Chemistry.com, an offshoot of Match.com, is aimed at portraying eHarmony as unaccepting and Chemistry as a more open-minded site. The television ads for Chemistry feature men and women wondering why they were turned down by eHarmony.
The Post said eHarmony has begun to fight back, arguing that the site rejects applicants who are married or younger than the minimum age of 21. The site is also fighting an image propounded by Chemistry's ads of eHarmony being selective on racial or religious grounds.