One thing I don't love about this site is their marketing... some people sign up under fling.com (which is all about hooking up) and some people sign up under richmen.com (mostly women who are expecting a relationship with a wealthy man). That alone leads to conflicts.
I've loved the site, though... the video chat is very entertaining and I've met some very high quality women here. It's not easy to make that initial connection and it requires some work, but there are many real women, fantastic and fun women, on this site.
I do think that some profiles are fakes, but many are not. It's less expensive than match and has some great features such as an easy-to-use IM. Give it a shot, why not?
some fake profiles
Brett does recommend Fling.com to friends/family