Ethical dating is a nice idea. It would reward good behaviour, but what I realised was that it would have to be expensive. If the aim is to get people to date each other and behave better, and you're penalised for bad behaviour then you're not going to get the chancers turning up and paying in the hopes for a bit on the side. Whilst that's great for the people who aren't interested in them, it's not good for the finances. So you get a smaller pool of people. Now, those people who join should hopefully have to go through a smaller number of wasted dates with vanishers, chancers, general morons, before they meet someone they click with, and leave the site. Which means in order to finance it properly, the fee would have to be relatively high. Alternatively there is advertising, but it's difficult to get that without having a very large number of members.
So, I think it's just a nice idea, not realistic. If I win the lottery, maybe..