I realize I'll probably spend some karma here, but after reading TC and checking out the site (and the blog post by the site), I see what's happening. And there is a LOT of misunderstanding in the TC article and in the comments of HN.
One of the services WooMe offers is to automatically introduce people they think will get along. They do NOT make it clear its the system doing the introduction, nor that its automated. But what is clear is these are all real people on the site, no fake accounts.
So yes, no person sent a hello to a horse in the middle of the night. But that doesn't make the whole thing fake. It mimics a scam, but is not.
Imagine if after signing up for Facebook for the first time, FB sent you 10 friend requests within minutes of people they thought you knew - one step further than what they already do with suggested friends. Is that a scam? Or is that a ham-fisted attempt at helping you get started using the site?
It's clearly not a scam. It's just really really borderline on the ethical side. I've never used a dating site of any kind, so I have no idea what is normal in that industry.