Add an even pricier top tier for the biggest spenders

David BarnardAnd then speaking of which, Tinder Select was a really interesting experiment. So I'd love to hear from you how that went. It just sounds fantastic, and we've talked about on the podcast many times before, add a super premium tier, we talked about it earlier, like some people will just buy the most expensive thing. So sounded like a really interesting idea. How did things go with Tinder Select?

Shawn GongYeah, I think Tinder Select is a very interesting case study in terms of the product market alignment and the behavior science. So let's start with the hypothesis. Basically the opportunity Tinder was exploring, why Tinder created Tinder Select, because Tinder has a massive global user base. And then we also have some whales, basically the user who are willing to spend a lot of money, they buy a lot of high subscription and then a la carte. They spend a lot of money with us to maximize the outcome. So we definitely saw, hey, there is a willingness to pay out there. Let's try if we have an even higher end tier and then provide even better service and product, would user buy them or not? So that's basically the process we had.

Shawn GongAnd then so that would be different segments we're targeting, obviously. And then same time for the, I think the challenge are two things. One is the identity fit and the brand positioning, right? Because for any products, not every company can just offer a high end. It's really ruled into what is your brand is and then how customer thinks like a good fit or not. I think for Tinder, because we catering for the massive population, and then in that …

David BarnardWhat's the future of Tinder Select? Is it going away? Is it going to evolve?

Shawn GongYeah, I think that we're just not going to expand much further and then just gradually scale down for this one. It's not like a fail, it's basically like we learned what we initially wanted to, and then we realized it is not worth the continual investment and the [inaudible 00:20:35] for us to have this feature. It's not the best fit for us. We have better bets to continue.

David BarnardWell, I think it's super cool that y'all tried and a great lesson as always that people don't always do what they say in a user survey or a user interview. So always a great lesson to remember. But you should try and that's a great thing, and then you did and you learned. Is there anything you wanted to share with the audience as we do wrap up?