[jamn]

Another question is to what extent AshleyMadison needs to rely on traditional advertisement versus, say, word of mouth.

I don't particularly remember ever seeing an ad for Facebook, Google until recently, or OKCupid. Yet it seemed to matter little as those sites grew.

[jtbigwoo]

The difference, of course, is that people these days are quick to say how much they use Facebook or OKCupid, but very few people are willing to talk with their friends about their extramarital affairs.