Now you go online, select a partner, and you are immediately dating someone who is at least interested in you. Of course online dating is still work, but the emotional labor and risk of failure has been significantly reduced.
Methinks TFA is complaining about a problem that doesn't actually exist. At least from the male perspective, online dating has a great deal of friction.
You can't just select a partner and immediately start dating them. You need to message them. It better be good or they don't respond. Actually, they probably won't respond even if it is good.
You need to do this over and over again until you get a response.
After you get a response, you need to carry about a conversion for a little while until you can arrange a first date. Most will stop replying before you reach that stage.
Only after you've met and your date hasn't stood you up or canceled at the last minute for no reason are you dating. Everything before that is just a headache.
The market has just as much friction as before. It has just moved from the finding to the getting part. It's like shopping online where there are many shops selling but hardly have stock and none will tell you one way or the other until after you've filled out a detailed order form.