David Wheeler is trying to build a business based on honesty, including the fact that his business isn't exactly booming. Wheeler ... launched a dating site in 2014 that encourages users to post both flattering and unflattering photos of themselves and to list their flaws alongside their assets. We're trying to build a community of honesty, so people can be themselves," Wheeler, 31, told me. But business is a bit slow. "What we're hearing from a lot of people is they love the concept, but they might log on ... and only have 10 members nearby, where Match has a million in every single city." A slight exaggeration, but Match.com does have 2.4 million paid subscribers. A record number of Americans are single after all, and the percentage of those singles using dating websites continues to grow, especially among young people. Wheeler has tried plenty of them himself. "I've been on Match, OK Cupid, Plenty of Fish, eHarmony," he said. "And I met some really good people. I just feel like the honesty in the relationships came out a lot later on those sites. I always wished you were more encouraged to be yourself." So he and his business partner, Jacob Thompson, launched Settle For Love, which just recently became available as an app for Apple and Android. The site and app are both free. Users are encouraged to list their "imperfections" alongside their "perfections" in their profiles. Beauty is in the eye of the beholder. So why not put the real you out there from the beginning and see whom you attract?