In August 2015, Vanity Fair criticized the hookup culture perpetuated by dating apps, including Hinge, which was initially similar to Tinder and Bumble with its swiping feature. This criticism prompted Hinge's founder, Justin McLeod, to reevaluate the app's focus on swiping, and by leveraging both user data and empathy, the company shifted towards fostering meaningful relationships. Chief Product Officer Tim MacGougan led efforts to redesign Hinge, eliminating superficial swiping and introducing more in-depth profiles and features like 'Your Turn' to encourage genuine connections. This transformation resulted in significant user growth and retention, as Hinge positioned itself as the preferred app for thoughtful dating, prioritizing quality matches over gamified experiences. The app's success in building lasting relationships, termed "good churn," became a testament to its strategy, leading to a notable acquisition by IAC in 2018, cementing Hinge's influence in the dating app industry.