Why are dating apps so hard?

I'd say I'm relatively attractive, maybe a 7 or 8 on a good day. I get flooded with matches and I get all excited. I send simple, friendly messages like "hey :)" or "love your tattoo!" nothing too flirty or overly sexual. I try to match peoples energy and be respectful. Yet... I either get ignored, left on read, or they'll engage a little bit in the conversation but pretty much leave me on read after a few entry level get-to-know-you type questions. I've tried a few times being a bit more flirty and direct, but have gotten similar responses... idk why these women are on these apps if they're not actually trying to meet someone or potentially hook up... like is it just the thrill of being desired without wanting to actually risk anything? Any clarification would help 😆