Kiss or Rug balances the experience of male and female users through crypto-economic incentives. Drawing on the game theory of the Prisoner's Dilemma, the platform has designed a value transfer mechanism: a male user needs to pledge money in order to be matched, and if the woman responds, both parties keep the money; if the woman declines, she receives a reward.

This ensures that women always benefit: either by rejecting uninterested people or by connecting with those who are genuinely interested.

A few weeks after launch, the platform's gender ratio has reached 35%, 70% higher than the industry average. The founders previously created a short-form video app that was invested in by Sequoia and successfully acquired by a unicorn company, and have experience in acquiring 10 million users with zero marketing spend.