SAN DIEGO — Touting himself as the "The King of Infidelity," the founder of the adultery site Ashley Madison built his livelihood around the unconventional philosophy that cheating is a natural part of married life — yet he says he is a devoted husband, and his wife of 12 years says she would be devastated if he was unfaithful.
Noel and Amanda Biderman say they do not practice what they preach but simply are smart entrepreneurs seizing an untapped market.
"I am printing money, I don't deny it," Biderman told the New York Daily News in 2014. "That's what happens when you build a taboo-focused business."
Their privately held Toronto holding company, Avid Life Media Inc., grossed $115 million in earnings last year, according to tax documents and figures shared by Biderman with Forbes.
Now divorce lawyers are preparing for a potential bonanza from the site's massive breach that released the information of its subscribers.
It's a problem the Bidermans say they have never had to confront because they are in a monogamous relationship.
The couple, who have two children, say there's nothing wrong in running a site that allows married people who want to cheat to connect with others seeking an affair.
They turned down a request by the Associated Press to be interviewed for this story but have spent years appearing on TV talk shows and making other media appearances to promote their site.
The company says in a statement the hackers should be judged, not Ashley Madison and its roughly 39 million customers.
The company has said it is working on beefing up its security protocol.
Two Canadian law firms have filed a $578 million class-action lawsuit against the companies that run Ashley Madison.
Charney Lawyers and Sutts, Strosberg LLP, both of Ontario, said Friday that they filed the lawsuit on behalf of Canadians who subscribed to Ashley Madison and whose personal information was disclosed to the public.
The lawsuit, filed Thursday in the Ontario Superior Court of Justice, targets Avid Dating Life Inc. and Avid Life Media Inc., the Toronto companies that run AshleyMadison.com.