Looks like Match has made changes to how unregistered users view photos from the search results pages.
From Stephen:
Match.com is now requiring members to subscribe to see other members additional photos. They are also now showing the total number of photos members have in search results.
I bet they checked their logfiles and saw visitors viewing too many member photos from the search results pages and decided that was a good place to try an convert them into paying members.
There are some many other, more important fundamental changes Match should be doing to the site, this sort change is like putting a band-aid on a missing limb.
