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Predictably, Ashley Madison has attracted considerable controversy in the U.S., where it has been featured on “Ellen”, “Dr. Phil”, and “Good Morning America.” Brent Bozell, the president of a conservative monitoring group called Media Research Center, describing it as “Home Wreckers Inc.”

Biderman expects – and hopes for – the same degree of controversy in Ireland.

“Once we start our marketing in Ireland, some of the press will be livid about this, which will be good for us. We aren’t shy when it comes to controversy, which we thrive on.

“No one is going to give me some humanitarian award anytime soon. You can almost picture the Irish couple at home seeing the news report about us, with the woman saying, ‘That’s terrible,’ and the man saying ‘Yes, that’s terrible” while at the same time trying to remember the URL for the site and thinking, ‘How do I sign up?’”

He also defended his site against accusations that it profits from human misery, and facilitates the destruction of families, arguing instead that his site can be good for families.

 “I don’t believe that our service will create home wrecking. I think it’s the opposite. What we create are a community of adults, and we are saying, ‘Listen, we know that what you are going through right now is really challenging. And we know that you are not prepared to leave your relationship. You have financial ties to your family and you love your family.’  We are saying that someone on the side may make you a better partner, and more focused at work.

“A thirsty man will drink, a starving man will eat and people will seek physical intimacy if they are not getting it.”

Biderman described himself as a “happily married man” of eight years, with two children, and said that he is monogamous. He said that he would be devastated if he found that his wife was using Ashley Madison  – but that he wouldn’t blame the site.

“I probably wouldn’t blame the guy she was with or even her,” he said. “At the end of the day, I would take a long look at a mirror and say, ‘How did I not understand my wife’s needs, how was I in the relationship?’ I certainly wouldn’t be blaming an inanimate object. That would be ridiculous.”