This whole discussion will be moot in a number of months. Either word will get out that they’re making more Shidduchim (as opposed to publicizing that they’ve made Shidduchim that the public finds were really made by others, which some Shidduch websites have done) than Shadchanim not asking for any pre-payment, or not.
This Hire a Shadchan operation will put off the general public from joining as non-paying members. No one wants to be second fiddle.
If they would have started as a totally free operation and had real success, they could have graduated to a paying operation, without a problem.
BTW, SYAS charges about $20.00 a month and is also done b’Tznius with Shadchanim matching profiles. Singles have an option of being visible to their Shadchan only.