If you read all of the fine print for the website, it says in there that "Fictional entertainers' profiles marked with a heart icon are for entertainment purposes only, physical contact with these profiles is not possible."
I looked at around 15 profiles, and every single was was marked with a heart. So while technically not a scam, legally, it presents itself as a dating site, when it functions as a way for people to feel like they are getting a lot of attention when they really aren't.
Very tricksy.