Effective speed dating
The first is that there is literally thousands of people doing it.
So that’s thousands of people who you know are single (well they should be) and that are open to dating. You can send the message at any time of day, you don’t have to leave your home and you don’t have to worry so much about being rejected (like in public settings). All you see is a picture and some text on the screen. It was also getting expensive going on so many dates. It is impossible to predict that any of the 10 people there for you are a perfect match.
The term and basic methodology is used for two quite different functions.
Of course most work places do not have a good selection of potential mates to choose from AND you have to deal with office gossip.