Hmmmmmm.
I don't know, haven't really worked it out. The guardian one you have to pay but it's online and you do get the dingbats - plus not vetted.
I think for a personal, local service where they sussed out everyone they accepted - and rejected them if they were a loon - I'd prob be prepared to pay an initial sum of say £30-40, then an amount per good match, ie someone I was sent details of and was prepared to meet. Thing is I am dead fussy so I doubt they would make a lot out of me - if they found anyone at all within 50 miles who would do, that is!
Visions of them just giving up.
I'd want the usual stuff, personality, interests, whether in their opinion we'd hit it off.
I think if you are going to be a perfect dating service, you would have to have a real talent for setting people up, and judging from a few short meetings, exactly who they'll like.
There's potential there for great success if you have the knack. Have you had success with family, friends etc?