Some people join OkCupid looking for a lifetime love, while others are just hoping for a one-time fling. In 2004, OkCupid jumped into the online dating scene with a formula for compatibility like no other. The dating site is open to all romantic possibilities, and it encourages users to have a flirty conversation with people they like. The type and quantity of data left the performers open to identity theft, with the researchers noting the data was 'information that we regularly see being sold on the dark web, often at very attractive prices'. User Generated Content (UGC) refers to any type of content that's posted by users on a platform, such as blogs and Instagram photos. Of course, posting photos of yourself is and always will be the best way to meet others online, but that's not to say that you can't keep your profile as secretive as you'd like.