London-based dating app, Sonder, has a deliberately annoying sign-up process and is succeeding. The founders, Mehedi Hassan, Helen Sun, Lenard Pratt, and Hannah Kin, wanted to create an app that felt less like a job application and more like Pinterest or MySpace. Sonder profiles are completely unstructured, allowing users to build something like a mood board or a digital collage. The app can be used for both platonic and romantic connections, and users can also attend quirky in-person events. Despite the lack of brand recognition, early-stage dating apps can benefit from their lack of recognition.