Shit, isn't it, Jarlin?
The thing is, I've looked at the site in more detail. It doesn't appear to be specifically a dating/hook up site. Perhaps more of a 'social networking' thing. It offers features such as "photos, messages, comments, votes, discussion groups, forums ..." but yes, voting on members based on their photos. And there's definitely a dating/hook up element at the very least to it - member profiles include whether they are single and if they have webcams, but people can only give info about themselves, not what they're looking for.
A couple of profiles I've read are from married people who appear to be using it just to chat to others.
But I'm not sure if it really makes any difference.
Maybe the reason I can't find him on there is because he realised it wasn't a dating site and decided not to join after all.