Match.com

My experience with Match is that people who are active on the site are actually looking for someone. Whether they are looking for love or lust is something you'll just have to figure out, just like if you met them at a bar or on the beach or whatever -- that's life. Avoid wasting your time on profiles where they've been inactive more than a week or two -- those are likely non-members who don't check their profile and therefore won't respond. As hot as they may be, they're just not going to respond.

The other thing about Match is that you really need to read between the lines on profiles; the people who are actually available and capable of dating will have something real to say and not express baggage (including saying "no baggage").

As for the site, it's easy to navigate and has some nice features, but be aware that their thing is to figure out how to link you to as many people as possible. I suggest using a detailed search and narrow your field to like 10 or less people, read through those profiles and put together a nice personalized letter to each of them. A smaller net with thoughtful input will make on-line dating better for everyone. And yes, those profile highlights and such really do make a difference... get a nice picture to post (not 25 pictures) and upgrade and check back every 2-3 days. It's like a freaking job, but why not it's important!