At issue is how eHarmony advertises. Their ads remain generic and target anyone who is single. Only after signing up and getting rejected do you learn their terms.

Seems to me that is false advertising. As I mentioned, eHarmony could easily have passed these people along to more appropriate sites or been straight (sorry had to be said) in their advertising.

If the lawsuit is based on sexual orientation, that is bad. However if it is based on false advertising it is legit. You give these people major personal information about yourself when you fill in the application and I imagine you give them financial data up to and including a credit card. If a company took such information from you about ANYTHING, say a lawnmower and then told you after the fact that they didnt sell lawnmowers, would you be so forgiving of their business practices?