The Ashley Madison website was set up in 2001. A motto behind Biderman’s desk encouraging his business reads, “Life is brief. Biderman says that his Web site doesn’t encourage infidelity when replying to critics, by saying, “We Are only a program. No web site or 30-second advertisement will convince one to cheat. People cheat because their lives are not working for them.” He’s said that he composes the advertisements for his business (which have featured two captivating men and women in the throes of fire, after which the signal: “This couple is married…but not to each other”), which the LA Times called “hilarious.” Biderman designed Ashley Madison to concentrate on married women, instead of married men. “I was quite assured that guys would gravitate towards a service to run these otherwise anonymous matters. They were apparently doing it already,” Biderman told BusinessWeek. “I was much less assured that girls would act like that.” In a interview using the “A Current Affair” program in Australia, he declared when he found out that his own wife was getting his cheater’s website, that “I ‘d be devastated.” He’s appeared on GluckRadio, which will be the podcast of Nyc life coach and radio personality Errol Gluck.