Produced by Wall to Wall Media and under the direction of Johanna Hamilton, the docuseries delves into the inception of Ashley Madison. Founded in Canada in the early 2000s, its creators noticed a trend: a significant proportion of online daters were, in fact, married, seeking clandestine relationships. Seizing this opportunity, they designed a platform specifically for these married individuals desiring extramarital engagements.
While the platform's ethos was undeniably ethically murky, its success was undeniable, especially after CEO Biderman, unapologetically bold in his approach, took the reins. Embracing the mantra that all publicity is beneficial, Biderman appeared on talk shows, defending the site with claims like "we didn’t invent adultery" and suggesting that, paradoxically, their service preserved marriages.
Their audacious marketing campaigns, which included provocative billboards and ads, stirred controversy. They even attempted to capitalize on public scandals, making overtures to notorious figures like Tiger Woods following infidelity revelations.