His website doesn’t make people cheat, Biderman argues, but rather provides a platform for those who have already made up their minds to step out on their spouse.

“People want to choose what they want to do. Long before I created Ashley Madison, people were unfaithful. I don’t think I can convince people to have an affair, but if people are miserable, I feel like society can benefit from my service,” he said.

In Japan where it is legal for men to seek sexual entertainment in brothels and massage parlors, Biderman says the localized website will allow “miserable women” to find an outlet with other married men.

Out of the 160,000 women on the Japanese site, 68% of the site’s traffic are made up of married women, according to Avid Life Media, the parent company of the website.