Among the professions lost to digital disruption is the discreet matchmaker. Emma Woodhouse, Jane Austen’s handsome, clever and rich leading lady, has been usurped by Tinder, Bumble and Grindr. Now comes a new threat in the form of Facebook.

The data-hungry colossus this week launched a dating service in the US after a test-run in about 20 non-European countries. Facebook’s original promise was to connect the world. Promoting romance looks a logical step for a company short on love. That does not mean it will be good for society.

Facebook seems to be positioning Dating as a more sophisticated and discerning way of finding a partner than more direct rivals such as Tinder. Would-be wooers set up a separate profile from their main account. Rather than swiping left and right on potential partners, they instead tap to see others’ profiles and have to leave a comment if they want to signal their interest.