Enter Facebook Dating, which seems to be differentiating itself at least partly on sheer numbers: Three-quarters of Americans are on Facebook. Tinder, the largest dating app on the market right now, has about 5 million users.

“In theory, given that so many people use Facebook, they could harness that population in an advantageous way,” says Kevin Lewis, a sociologist at UC San Diego who has studied both Facebook and online dating. “Will everyone sign up for it? If everyone did, this would be by far the biggest dating site there ever was.” Great, an even bigger sea.

Facebook’s motivations to get into the dating game are somewhat obvious. Analysts expect dating apps to be a $12 billion business by the end of next year. Advertising, premium accounts, and other paid features on Tinder bring in the lion’s share of revenue for its parent company, Match Group, which just reported a $498 million quarter and also owns Hinge, Plenty of Fish, Match.com, OkCupid, and dozens of smaller dating-related businesses. It’s understandable why Facebook would want a piece of that market, especially because teens and Millennials are abandoning the social network in droves.

Read: Can Facebook fix the dating world Tinder created?

To use Facebook Dating—and this is billed explicitly as one of the benefits—you don’t need to download another dating app. You enroll within the Facebook app, which I assume is still installed on your phone. Just kidding: Though a sizable majority of all Americans under 65 still have Facebook accounts, 44 percent of users ages 18 to 29 deleted the app from their phones in 2018. (Just imagine an army of horny 20-somethings scrubbing their furious #DeleteFacebook tweets in service of their love life.) Facebook Dating is free and doesn’t include any advertising, and the company says it never will. But it does pull users back into Facebook’s ecosystem, creating a new and very compelling reason for people—especially young people—to use an app they may have deserted.

And, of course, it could be that Facebook picked this moment to get into dating because everyone else already is. Even if thousands of Tinder bios still read, cloyingly, “Let’s lie about where we met,” conversational laziness often leads people to gesture at a stigma that isn’t really there, or express discomfort with things that they’re actually fine with—such as dating apps, and such as downloading another dating app after they’ve become jaded with the first dating app, their continued ability to return to the App Store serving as a tiny sign that their heart is still beating and they’re still looking for it.

The irrepressibly genteel New York Times weddings section regularly name-checks Tinder. The presidential hopeful Pete Buttigieg met his husband on Hinge. The latest Pew Research Center data, from 2016, showed that 22 percent of Americans ages 25 to 34, and 27 percent of Americans ages 18 to 24, had dated online. Eighty percent of the people who had done so said it was a good way to meet someone, and 46 percent of college graduates said they could personally name someone for whom online dating had resulted in a marriage or long-term partnership. Those numbers were all drastically higher than they had been when Pew looked into the matter just three years earlier. It’s probably safe to assume that they’re even higher now. Online dating has become sufficiently mainstream to be part of the most mainstream website of all time.