As many companies go south in this economy, one business is booming. The commodity? Love.

Single black male, looking, as his screen name suggests, to "sholuv." And online dating is how Darrick Kibble also shows he's smart. "It's safe, it's efficient, and it's economical," Kibble said.

While many businesses are floundering in the bear market, online dating services are downright bullish. Irving-based True is seeing membership increase by 20,000 a day.  CEO Herb Vest says love is a commodity forever in high demand. "People want to continue to have a social life. But they're wanting to optimize," said Vest. "We all want love. And we would be willing to pay anything for that love."

Well worth it to Kibble, who says he's saving more than that by not wasting money on first dates. "Be picky about who you want to talk to," is his advice. This 36-year old says his true love will appreciate a fiscally responsible man. And also have a great smile. "Love starts with a beautiful smile. That's my little philosophy," Kibble said.