What Ashley Madison does is legal. It's also illicit, in that it helps users violate their marriage vows and engage in deception and secrecy. This presents enormous branding challenges as well as financial ones: How many fund managers want to go home to their wives and announce, "Honey, I found the perfect investment opportunity!" Some of Avid Life's employees don't publicly admit where they work for fear of jeopardizing their spouses' jobs, provoking family disapproval, or seeing their houses pelted with oranges; Biderman says he sometimes worries about his security. All of this puts him in a unique position: He is running a budding empire built on an activity that most people would say is wrong. Is that the easiest thing in the world or the most difficult?
Poor arid souls...When you've got steak at home, you don't have to sneak out for hamburger.
