There are a lot of problems with trying to level the playing field.
1. Online dating is a good example of how our technology has outpaced our social practices. Unfortunately, many people think this is an environment in which men have to do all the searching and asking, while women just have to sit around and wait to get picked. Online it doesn't work that way.
2. The dating industry is practically unregulated. If laws were passed to limit the fees dating services can charge, and there were legal guidelines that their policies had to conform to, most would simply go out of business because they couldn't legally rip people off while doing very little work.
3. Everyone knows single men are desperate, but there's an unwritten rule that says desperate men are to be tormented, never loved. Just ask anyone who works at realdoll dot com... that company is overwhelmed with orders from single men who want an imitation woman.
4. Apparently most singles, both men and women, just aren't motivated enough by loneliness to start their own little local singles' clubs. They'd rather waste money instead. Dating services probably know this, and would take steps to break up such clubs because they're bad for business, if people ever started one.
5. Single men are just plain gullible.