Niche dating sites are the fastest growing sites on the Internet, according to Spira, and those that capitalize on celebrities and provide the visuals to engage users.
"It's a clever way of getting people to enter the onling dating industry," she said. "I give them credit for creating buzz."
"It's a wonderful idea, I love it," said Mark Brooks, an online dating analyst for Courtland Brooks. "It's such a sea of ubiquity and most in that sea sure have people and they may even have the matching algorhythm, but there aren't many stand-out sites to choose from."
"From the business perspective, it's brilliant," he said. "You get people talking which is hard to do with Internet dating. They looked at [the dating site] Hot or Not and have gone one better?I can guarantee it will be knocked off quickly."
When guided by looks alone, Lee said Angelina Jolie and Brad Pitt are "number one when it comes to physical beauty, especially now that [he] has shaved his beard."
Other "perfect matches," according to Lee were Halle Berry and Gabriel Aubrey before they split, as well as Will Smith and Jada Pinkett-Smith and Ryan Reynolds and Scarlett Johansson, who are "beautiful, but they're rarely photographed together."
As far as mismatches, In Touch readers cite Jennifer Lopez and Marc Anthony who "look slightly mismatched but personality-wise, they really make it work," she said. The oddest couple might be Evan Rachel Wood and Marilyn Manson.
Lee said CanDoBetter just might appeal to its members because, "It's human nature to want to talk about other people. To be polite in social situations, most people suppress that side of themselves, so sites like this one tap into that desire to connect and judge."
"We all tell ourselves that looks don't matter, but that's obviously not entirely true," said Lee. " In dating surveys, a great sense of humor and intelligence often rank very high but, honestly, most people wouldn't meet and fall in love if it weren't for that initial physical attraction, right? "
But Joe Tracy, publisher of Online Dating Magazine, said CanDoBetter's contest is a distorted measurement of attractiveness.
"Attractiveness is not just based on physical looks, but also on personality," he said. "In essence, CanDoBetter.com is not a true measure of total attractiveness."
"Sites like CanDoBetter.com contribute to a social misconception that is popularized by Hollywood," said Tracy. "And as a result, it feeds into the falsehood that the only people worth dating are those that have a certain look. It does a disservice to society as a whole."