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On August 24 the Toronto Police Department spoke of "two unconfirmed reports of suicides" associated with the leak of customer profiles along with extortion attempts, offering a 0,000 reward for information leading to the arrest of the hackers.
CEO Rob Segal said in an interview with the Wall Street Journal that the company is making ongoing investments to enhance privacy and security safeguards, including a partnership with Deloitte’s cyber security team.
She had previously released an analysis purporting to show that only a minuscule proportion (12,000 out of 5.5 million) registered female accounts were used on a regular basis, Newitz noted a clause in the terms of service which states that some accounts are for amusement purposes only.
She says Ashley Madison does not go so far as to say they are fake, but "does admit that many profiles are for 'amusement only' ".
In 2012, a former employee claimed in a lawsuit that she was requested to create thousands of fake female accounts attractive to male customers, resulting in repetitive stress injury. In July 2016, CEO Rob Segal and newly appointed President James Millership told Reuters that the company had phased out bots by late 2015.
Segal shared an independent report by EY (Ernst & Young) which verified the phase-out.
Ashley Madison later alleged further that Silva had kept confidential documents and sought to retrieve them.
In the same month, the company changed its signature tagline from "Life is Short.
Have an Affair." to "Find your moment," and updated its brand imagery to replace the image of a woman wearing a wedding ring with a red gem-shaped symbol as its logo.
Unlike or e Harmony, Ashley Madison's business model is based on credits rather than monthly subscriptions.
For a conversation between two members, one of the members—almost always the man—must pay five credits to initiate the conversation.
Also in 2009, NBC refused an ad submitted by Ashley Madison for the network's broadcast of Super Bowl XLIII.