From Reuters:

Match.com, a unit of IAC/Interactive Corp., is accused in a federal lawsuit of goading members into renewing their subscriptions through bogus romantic e-mails sent out by company employees. In some instances, the suit contends, people on the Match payroll even went on sham dates with subscribers as a marketing ploy. …[snip]
The Match lawsuit was filed earlier this month in U.S. District Court in Los Angeles by plaintiff Matthew Evans, who contends he went out with a woman he met through the site who turned out to be nothing more than “date bait” working for the company.
The relationship went nowhere, according to his suit. Evans says Match set up the date for him because it wanted to keep him from pulling the plug on his subscription and was hoping he’d tell other potential members about the attractive woman he met through the service, according to Leviant. …[snip]
Leviant said his client found out about the alleged scam after the woman he dated confessed she was employed by Match.

Sounds to me like she was just looking for a way to let him down easy.