You might remember dating site Ashley Madison from its highly publicized 2015 data breach, in which hacker group The Impact Team published the identities of some 37 million registrants to the site, a platform for people seeking extramarital affairs.
The breach exposed names, addresses, and what members had filled out in fields like “My Intimate Desires” and “My Limits Are.” The cataclysmic exposure led to class action lawsuits, two alleged suicides, and a 2016 rebranding that ushered in the tagline “Find your moment.”
Now, Ashley Madison is moving away entirely from its original purpose of adultery.
In late February, as part of a larger rebranding effort, the tagline “Where Desire Meets Discretion” took the place of the app’s better known slogan: “Life is Short.
