I was joking about the Nectar points voice and I get your point about those in rural areas. The point of ethical dating though, at least as far as I've got this fuzzy idea in the back of my mind, is that it is aimed at making OD a less confusing and potentially unpleasant process for all involved.
There would be a membership fee, although not as much as match.com. This would give people the ability to contact a certain number of people on the site. Winking would be free, probably.
The fee pays for a certain number of points each month which are used to contact people - this is like Zoosk where you can buy additional points to contact users (if I remember correctly) The difference is that behaving badly - e.g. standing someone up, disappearing off the scene with no reason, sending cockshots or requesting nude pictures etc reduces your points so people shouldn't do it, or at least would be penalised, and would have their profile marked as such : The black mark of shame. That way users can see people who are unreliable, who have turned out to be rude or arrogant on dates, who have dropped off the radar. People can also earn more points by doing things like sending the no spark text. Okay it's not nice to get but it gives closure at least.
So, you know more about what you're getting into and you can earn more points by generally being nice to people.
Yes, people in the city who go on more dates and behave well would earn more points, but also they make dating a bit of a less potentially unpleasant experience for the people they date. Those who go on lots of dates in the city and act badly end up with the mark of shame and lose points to contact people.