The book details the experience of a participant in a psychological study of love and attraction. The study investigators wanted to know how to create a dating web site that would produce more successful long-term relationships. After debating whether clients should be required to post photographs with their profiles or not, the investigators asked how visually impaired people meet and fall in love as their marriage statistics are better than visually normal individuals. Their brainstorming session resulted in the proposal for a randomized prospective double-blinded study. The book retells the story of one participant randomized to the "Blinded" arm of the study. The participant took the experiment seriously and had numerous intimate conversations with potential love interests. These conversations brought him closer to the women he was dating but also raised the stakes in terms of potential heartbreak. In the end he realizes that most people get what they deserve, both in life and in love.