Dating has to do with relationships, love and bonding, which are important aspects of life. Tributes.com, which redirects to orbits.eons.com btw. is about obituaries and loved ones that deceased, which is also an important and inevitable piece of life. An ad by LavaLife.com that embraces life and its sad and good realities would be appropriate. Trying to SELL something on such a website is not (with the exception of flowers I guess).

Corporations appear often to be blunt and notorious for not knowing when to turn off the sales pitch and just BE there and support, embrace and/or acknowledge without trying to sell anything. They would indirectly benefit from it, because it shows people that the company tries to be a natural part of the community like the rest of us. People know in most cases when it is the right time to promote themselves and when it is the right time to shut up and just provide support and understanding. It is hard to fake that right, because it requires actual understanding.

Any attempt to take that understanding part out of it will eventually result in a blunder where the wrong message is being sent to people at the wrong time to expose the companies attempt to take short cuts and skip the understanding part.