From the home page for Happily Ever After ...

Yet another big player in the British book business is setting up a dating service: Borders UK has announced “Happily Ever After,” an online dating service hoping to match “people who share similar interests and hobbies.” This, not long after Penguin UK launched a similar service on its website (as per this earlier MobyLives report).

As a report on The Bookseller notes, “Visitors to the Borders website can sign up to the new service over the next few weeks for £1 per month. After that period the subscription will be £9.99 per month. The site also showcases a wide range of books for all the latest advice on dating.”