Perhaps surprisingly, the increase in straying spouses comes in the form of new female members (although 70 percent of total users are men). Noel suspects that disappointing Valentine's Day experiences are to blame. Still, he maintains it's not all depressing out there in the virtual world of cheating husbands and lonely wives. Noel says his service can actually save marriages. "Infidelity ends up being a catalyst to probably improving and changing, so it's not this end all and be all." Whatever you say.
To see a troubling ad from the site, called Ashley Madison, which ends with the tag line, "Life Is Short. Have an Affair,"