Did you know that once you create a profile on Match, they will not let you delete it? I spent 30 minutes the other day trying to get the site to permanently purge my account. Finally, I just put the profile on "hide" and cancelled. I then get an email from them saying that my profile will be active for one year, and in the event there is no activity on my end, only then will they delete the profile.
So, when an ad on television for Match boasts their membership numbers, they are also including profiles waiting to be deleted.