I can offer one statistic that backs you up. A friend who had tried match.com without success asked me for dating site recommendations. I pointed her to PoF and OKCupid. She went with OKcupid over PoF saying the latter just looked cheap or 'seedy'. He could definitely improve the style sheet without going all super needlessly web 2.0. It would be interesting if he preformed some split tests with the design on new sign ups but perhaps he already has. I did read once that some e-book sellers purposely keep their sell pages looking less than beautiful as they realised it attracted more conversions. The reasoning they gave was that perhaps it gave the impression that they were just common ordinary people and therefor more likely to be trustworthy.