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Unlike or e Harmony, Ashley Madison's business model is based on credits rather than monthly subscriptions.For a conversation between two members, one of the members—almost always the man—must pay five credits to initiate the conversation.In the same month, the company changed its signature tagline from "Life is Short.Have an Affair." to "Find your moment," and updated its brand imagery to replace the image of a woman wearing a wedding ring with a red gem-shaped symbol as its logo.

Ashley Madison had over 70,000 bots sending fake female messages to male users.The data disclosures in 2015 revealed that this "permanent deletion" feature did not permanently delete anything, and all data was recoverable.Trish Mc Dermott, a consultant who helped found Match.com, accused Ashley Madison of being a "business built on the back of broken hearts, ruined marriages, and damaged families".Ashley Madison employs guerrilla marketing techniques to advertise its site.One such technique has been the creation of fake criticism websites filled with ads for Ashley Madison and anonymous testimony that the site is legitimate. Ashley Madison Scams.com" was registered to Ashley Madison owner Avid Life.

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