I also got sucked into this service. I think they are smart. You join for free. You then get several emails from women who obviously pretend to live in your city pretending to be interested in you. You then pay US$35 or so (even more if you live in a country with an unfavorable exchange rate) and then suddenly you don't hear anything from them again. I have tried other similar sites and the result is EXACTLY THE SAME. I find it interesting that women tend to give reviews that are diametrically opposite to mine (and other male suckers like myself).
So if you are thinking of giving this and other sites like this a try, all I can say is "LET THE BUYER BEWARE".