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Thus, on Nerve, users can actively share their thoughts and opinions about restaurants, bars, movies, music, and books, and are instantly introduced to other people who enjoy the same things.

Mills equates it to seeing someone at a bar who’s wearing a t-shirt with your favorite band on it — this makes it much easier to approach them and strike up a conversation.

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When creating a new dating website (or really any other consumer-facing web business), scale is one of the biggest challenges, and online dating really doesn’t work unless there is a crowd of people on the site ready for love.

Nerve Dating already has over 10,000 users, and Mills says that the team is already hearing success stories.

Today, the team is launching Nerve Dating in San Francisco, with plans to continue rolling out across the U. The main thrust of Nerve’s bi-costal dating service is to create a platform that “celebrates individual voices,” without the taxonomy inherent to dating websites that tends to lump people into categories so that matching technology can do the heavy lifting.

As Mills tells us, the challenge facing the users of online dating sites is not so much in figuring out whether you like someone (people are already pretty good at doing that on their own), but simply in starting the conversation.

Nerve is also hoping to leverage the community its created around its lifestyle and culture publication, hosting live events for people to mingle and hang out, to facilitate yet another opportunity for users to move their online identities into the real world.

Innovating in online dating is tricky, and Nerve seems to be off to a great start by giving people a more casual platform through which to interact and meet new people.

Having witnessed the success of The Onion’s dating site firsthand, which capitalizes on a more relaxed and humorous approach to online dating, Mills officially re-launched Nerve Dating in New York in December as an extension of the existing site.

Because Nerve already had a loyal readership and fanbase (about 2 million monthly uniques), there was a readymade audience for Nerve Dating, making it easier, Mills says, to reach critical mass.

(Neve Dating costs a month.) And to that point, Nerve has made it their mission to monitor activity on the site, and the team keeps a close eye on suspicious activity, flagging users for abnormal behavior, and booting them if necessary.

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