It looks as though uksexmeets.com is run under the same scheme as idates.com. I'm guessing the same company? Their Ts&Cs contain this text:
"We aim to entertain and amuse you – and in order to enhance your enjoyment of the time you spend with us, we will employ technical means to engage you in the simulation of flirting with and discovering other attractive people. If we do it well, you may never be able to tell that we are doing it or know when it happens."