The concept of using a computer for romance was viewed both negatively and positively in the mid-60s. There was a belief that using computers would take all of the romance out of dating. But the idea of using computers at that time seemed very modern. Thanks to publicity in Look magazine and appearances on a few television shows, Operation Match continued to grow. In its first year, the service ended up with 7,800 respondents. By 1968, Operation Match had more than a million respondents, and the mail was coming from colleges nationwide. Jeff Tarr and Vaughan Morrill sold the company to investors, who used the technology to match college roommates.