The fake profiles are simple to identify by just about anyone who browses any site. I'd really hate to see who the people were who fell for these profiles. Beyond that, dating sites especially are notorious for fake profiles. Those posted by the sites and those that the members themselves post up.

Not sure what the issue here is unless the site was charging a membership fee (annually), though it could be a huge issue if they we're charging per contact e-mail/IM... Then well, that could get see more pretty expensive for someone e-mailing a fake profile the site put up.