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Another True member discovered Wells' criminal history and alerted the company.

Blogger David Evans is quoted in The New York Times as saying True's competitors were upset with True's sex-themed ad campaign, saying that "they worked hard to overcome the stigma of providing these services, [a]nd True comes in, grabs the lead in page views and drives up the cost of dating keywords on the search engines for everyone else." The New York Times and Online Dating Magazine have noted examples of customers having frustrating experiences trying to cancel their service, including the service failing to honor their cancellation request and charging them for several more months.

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In 2013, the domain was sold to True A lawsuit seeking class action status was filed against on Tuesday, June 12, 2007, alleging fraudulent billing practices, particularly charging members after they have cancelled their service. True Beginnings, LLC", was filed in Dallas County, Texas on behalf of Thomas Wong who resides in Washington and was a member of in August 2006.Convicted felons will not only have their accounts canceled, but are reported to the IC3 and to local authorities.The company has even filed lawsuits against individuals for misrepresenting themselves on its site, under the premise that doing so is wire fraud.True's ads vary in theme and often feature provocatively dressed women with sex-themed taglines such as "It's nice to be naughty." These ads were particularly prevalent on My Space.Partly because of its ad campaign, True became, in only four years since its founding, one of the most visited sites in the online dating industry, according to The New York Times.

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