Generally (I can't speak for the concrete case), when a business accepts payment in different currencies, it's because they intend to hold that currency, typically because they can settle liabilities in that currency.
Pure speculation, but this could simply be a case of OKCupid wanting to support the Bitcoin ecosystem by providing a service that can be paid for directly in Bitcoin, thus raising the attractiveness of accepting Bitcoin as payment, further strengthening the system. To do this, they'll probably have to put the long-term net value of their Bitcoin holdings as zero, but they can probably afford that.
It is far far more likely that they are doing this as a PR/marketing effort: they can get exposure, and new customers who want to spend BTC on something. Not because OKC/Match wante to invest in the BTC system.
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Generally (I can't speak for the concrete case), when a business accepts payment in different currencies, it's because they intend to hold that currency, typically because they can settle liabilities in that currency.
Pure speculation, but this could simply be a case of OKCupid wanting to support the Bitcoin ecosystem by providing a service that can be paid for directly in Bitcoin, thus raising the attractiveness of accepting Bitcoin as payment, further strengthening the system. To do this, they'll probably have to put the long-term net value of their Bitcoin holdings as zero, but they can probably afford that.
It is far far more likely that they are doing this as a PR/marketing effort: they can get exposure, and new customers who want to spend BTC on something. Not because OKC/Match wante to invest in the BTC system.