It's bizarre that people would want to do things this way. And needless to say it looks pretty dishonest, since it involves some deception of the members who are chosen for contact.
That said, there's definitely a market for it. And there is good money to be made, since companies offering these services are charging in the thousands of dollars. All quite ironic, since the main attraction of online dating is that it's ua low cost alternative to meeting people at pubs, clubs and events.