Most people are cynical about shidduchim period. Not about people trying to help others.
The reason why people are pessimistic about shiduchim is because what we have now does not work. what people see with shidduch world and other shidduch helping sites is that people are trying to do the same process in different forms and getting the same results. This reminds me of the famous saying by Albert Einstein: “Insanity: doing the same thing over and over again and expecting different results.”