It is a service that promises discretion and secrecy, but now hackers have come through on their promise to release the information of upwards of 30 million Ashley Madison users.
"These are increasingly a part of life. Information is valuable. People are after information. No security is perfect and once you marry these things, there is an incentive for someone to spend the right time and effort to steal some information," Anupam Joshi, Director at UMBC Center for Cybersecurity, said.
Joshi said once you've shared personal information with any website, you're now dependent on the steps they have taken to secure it.
The hack, which was claimed by a group called The Impact Team, is said to include partial credit card information and phone numbers along with millions of transactions and email addresses. All of it was dumped on the so-called dark web.
"The way you think about this is -- it's the same Internet. It's the same protocols, but a part of it is walled off so that only the people who have the right software and the right passwords can get in there," Joshi explained.
He said 100 percent guarantees that information is secure once it's online is just not realistic and if you really want something to be confidential, keep it off the web.
"Nothing is really secure on the Internet. If you don't want the thing you're doing to show up on ABC2 at some point then don't do it. We get this fake sense that because it's me in a room sitting in front of a computer and no one else is around then what I'm doing is private but not really," Joshi said.
Ashley Madison released a statement that read in part, "We are continuing to fully cooperate with law enforcement to seek to hold the guilty parties accountable to the strictest measures of the law."