Furst I noticed that my gold membership went from $14 to $24.99. The only reason I use gold I'd to swipe on the people that have already swiped on me. Now, come to realize that a lot of the people on my already liked me list, haven't actually swiped on me, and I get the ad, "upgrade to platinum to be seen faster". So, you pay for gold to have your profile suppressed. So, you can get ads to try to get you to pay more.