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Sam Russell suspected his dating startup, Where White People Meet, would ruffle a few Internet feathers. But 53-year-old Russell — the former owner of a used-car empire and the resident of a Zip code that is 92.4 percent white — swears he isn’t afraid of the backlash to his brand-new dating site. and that white people faced a dearth of online dating opportunities.

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And yet, regardless of what Russell thinks about his site or his own intentions, there’s no denying that dating is racially motivated — and online dating, demonstrably so.

Data from Ok Cupid, the most transparent of the mainstream dating sites, has repeatedly shown a sitewide bias against people of color.

He and his wife, who technically owns the dating site, quickly became convinced both that online dating was a good pre-retirement business endeavor …

(He still owns the chain’s location in Layton, Utah, in an office that now doubles as the listed HQ for White People Meet.) Out sick from work one day last year, he found himself marveling at the number of Black People Meet ads airing on daytime TV.

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