Luna is designed to mitigate the underlying inequality in the attention economy of online dating. It addresses the two main deficiencies that can be observed in existing dating websites and apps which cause low user satisfaction, namely the imbalance in messaging traffic and the misalignment of incentives and rewards. According to the MIT Technology Review, online dating is changing the nature of society. “People who meet online tend to be complete strangers. . . And when people meet in this way, it sets up social links that were previously nonexistent.” Luna employs blockchain to normalize the attention distribution which streamlines interactions between Luna users and helps to avoid users wasting their own and each other’s time sending messages which will never be read, or reading messages which will never be replied to. This wasted effort and time can be reclaimed by incentivizing productive behaviors on behalf of both the senders and readers of dating messages.