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While it’s hard to say for sure, some combination of three explanations seems most likely.
The experiment worked, in that invitations sent with virtual roses were more likely to turn into a date. I’ve heard people in both the online dating industry and the online job board industries give two answers to this.
Dating sites (and, for that matter, other online markets) are largely a fixed cost business.
A company has to design the site, the user interface, and the matching algorithm.
Users can provide documents to the site, such as government-issued ID cards and paychecks, to back up their claims.
Those willing to pay additional fees can have an in-person interview that gives a higher verification rating on the site.