It is. But Match tends to be geared toward older (as in late 20s and up) people with their shit together who want to get married and start having kids. First dates among that kind of crowd usually involve both parties flexing their disposable income as a way to signal their suitability as a mate.

If you polled various other dating sites, the results would probably look like this:

OKCupid: $30
eHarmony: $301 (see, we're better than Match!)
PlentyOfFish: $3
Tinder: However much it costs to get treated for gonorrhea, plus the price of a quart of Karkov