Apple could have used any other word or phrase to convey what they meant by assembling a team of game players.
The word “matchmaking” has other connotations.
Given all the data about us that will leak out via iAd — as well as our iTunes/App Store/iBookstore purchases — it’s not out of the realm of possibility for Apple to someday offer dating services.
In fact, Apple could begin by offering specific social services. Imagine being at, say, Starbucks, and beginning to read book X, which you bought from the iBookstore. A few pages in, a Notification pops up informing you that someone else is in Starbucks who has read the same book — which was also bought via the iBookstore — and is using their iPad. Would you like Apple to introduce you? If you say Yes, that other person is told that he/she is in the presence of someone who is reading book X and would you like to meet that person? This doesn’t even have to have a romantic angle to it. The book could be, for example, about an aspect of finance or business. It’s a service to socialize, to network.
The romance aspect can come later. It can start out with small steps like that. As people have successful encounters like that, it would be only natural for them to wonder if an Apple dating service would likewise be enjoyable and beneficial.
To get a glimpse of one way — a beneficent way — a future like this could shake out, read Bruce Sterling’s short story, Maneki Neko. It’s available online here (which might not be entirely legal, but what the hell; it’s been there long enough for Sterling to request a DMCA of it. And, the usual disclaimer: I didn’t put it there.).