James Hong, founder of the popular rating/dating service Hot or Not blogs about the future of his company's strategy and products. The short version: social bookmarking, Hot. Subscription dating: Not. It's difficult to question the success Hot or Not has brought James Hong (and his partner Jim) — reportedly "multi millions of profits per year" — but it's much easier to ask: did Jim and James exploit a fad at the right time, and now are playing catch up to the newest fad? The lengthy explanation of how the improved market data and directed advertising of a social network is a business (No way!) and that users like social applications (Get out!) suggest so. Transforming a successful business is Hot; mimicking every other business is Not.