The World Wide Web has been created to connect people, but to connect people in any possible ways. The last years have been marked by the popping emergence of countless networks, which are supposed to emphasize what we call the collective intelligence, such as Facebook, Twitter, Meetic and so on. You want to make friends or even meet your future husband or wife, let’s exchange private information about your life and make them accessible to everyone to target as many people as possible and gather all chances to find the ONE and build your social life. But how about meet a lover to add spice to your lacklustre life as a married person? That’s the brand new idea an American entrepreneur Noel Biderman had lately in launching his own web site called Ashley Madison’s website: http://www.ashleymadison.com. The Time has been deeper in calling this phenomena, “Cheating 2.0”, smart.
The principle: no need to precise you are not single or even to lie and cheat on your future cheating partner…but in this case everybody knows about others’ marital situation, and are willing to cheat on their official partner without leaving a trace. The situation is clearly settled: “I do not feel satisfied with my sexual life, I feel alone as my husband/wife is always on working trips, I need someone to have new sex experiences but nothing more serious.” In fact, the persons subscribing on this website often asset that they do love their husband/wife, but need more, as they have been overwhelmed with routine. Most of them, particularly women, prefer stay officially married with as they say, “the father of their kids”.
The motto you may have already heard or seen: this couple is married but not to each other…life is short, have an affair. Have a look at this TV commercial: http://www.dailymotion.com/video/xc2bmv_ashley-madison-dating-site_lifestyle. Are you getting inspired?
The main goal is according to Biederman to emancipate sexual relations, more than to badly influence people. “They are free to lead their own life and are not forced to behave in that manner à Translation: This man is a blessed distributor of sexual freedom! Have a look at his simple explanations: http://www.youtube.com/watch?v=VRcgwvMo5YA
But why? According to the founder, demand was rising, more than 4 million users at the time, and other existing networks could not provide such services so precisely. Furthermore, and this is the main interest of networks, it seems easier and more direct to approach people through a screen than in the middle of the street where you cannot ask without any premises if you can have sex with.
Who are the customers? No clichés here but it is really is your gentle neighbour, or colleague, or member of your family you could never have suspected.
And Noel Biederman has really got the point, he knows how to create the buzz, in attending talk shows, just have a look at the way he is treated and how he promotes his genius website: http://www.youtube.com/watch?v=gLUYKxGrCg8.
The comments of both the interviewer and the Internets users are often very lively. This promotion of perversion is according to them insane and can only be created and used by unsound minds.
But this kind of new services may raise some questions:
If the adultery is discovered, problems like destruction of the family unit or the non-respect of the wedding vows are raised. Children are the first to suffer from the mistakes their parents have committed voluntarily, which immediately appears less trendy.
Let’s have a look at his communication strategy: guess what, the tougher Ashley Madison is interviewed, bigger is the buzz and better is his business. He has in mind only one goal: to spread his name, the name of his website to increase his potential users. In denouncing the website, TV shows show part of the commercial. Moreover, during the talk before or after, Ashley Madison takes advantage of not only the TV audience but also of the audience on and behind the stage in distributing cards. On them you can find his famous motto, plus a tendentious but very relevant picture. Without mentioning the huge billboards in the streets, viewed by any passer-by! http://www.youtube.com/watch?v=25TjdC7fCco&NR=1, such a clever use of transmedia information.
Ironically, he is married to a woman, who supports this idea or may explore it ;-) behind his back…let’s make money for the family!
Ashley Madison is the most successful site openly capitalizing on extramarital affairs.
And for that, Biderman offers no apologies. "Humans aren't meant to be monogamous," he says. So would this freethinking CEO mind if his own wife used his site? "I would be devastated," he says. So brave…
He has no misgivings but prefer to present himself as a “marketing opportunist”. New international perspectives coming soon: in France for example, according to survey, million of people would ask for that ‘organised infidelity’.
There was a free market in the branch of adultery; he has just contented himself with exploring it, using new ways of technologies, with some tools, in hiring a team of experts, first they were 8, now 80 employees and now has to manage with his growing turnover. Thinks about international expansion, meets investors, visit buildings to set his offices, in few words; he’s running his fructuous business, tens of millions of Dollars in annual profit, charging members $49 for a package of credits they can use to contact up to 20 members. Members don't pay to receive messages, just to initiate contact; so many women end up using the site for free…
Where is the moral part here, except that with a non-explored idea and strong willingness, you can reach such a thriving success: there is none. People just look for some free and quick fun, they can all have access to, thanks to new ways of communication and technologies. Such networks do not reveal any hidden personalities but only make people behave a way they would never have done in real life. Unfortunately they lose any distinction between virtual meeting and real sex relations that can affect their honest life. Why do nowadays people get so fast bored with their personal existence and need to use the Internet to have access to new experiences or big adventures?
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