Online dating websites: Why won't you take my money?

A few weeks ago I wanted to buy an online dating subscription for my single friend to try and get him out there in the dating scene.  Perhaps just a one month subscription on a website to get him going (if he would even bother to sign up).

Now, I thought this would be easy.  Go to website, click on "gift card", click, click, enter credit card, click, click some more, get QR code or coupon code.

To my surprise, this was not to be.

match.com: One of the few websites that actually offers gift subscription, but you have to contact customer service.  Why?

eharmony: You have to CALL to get a gift subscription.  You've got to be kidding me.

okcupid: Free website, but figured you can buy a gift card for the extras on the website.  Nope.

tinder: likewise

howaboutwe:  No gift subscription available.

I looked at a few more niche sites which also did not offer gift subscriptions and just gave up at this point.

When I pointed this out to a friend, we couldn't help but wonder, "Why don't these websites want to take my money?"

Wouldn't gift cards/subscriptions to these services be something people love to get for their single friends?

I'm totally missing something.