The websites where nervous spouses could search for details of their partners. As things stand today, Ashley Madison has amassed around 32 million new users since the hack."Before the events of 2015, we had some 30,000 new people joining every day," Keable tells me, "we're now back to around 22,000." Back in 2015, the company was active in some 50 countries, directly marketing in more than 20.
"One affair at a time."And there are almost 150,000 people a week, almost 600,000 a month, signing up to Ashley Madison who have not been members before? "There's a market for us, people have started to trust us again, which I think surprises people.
And despite what should have maybe been a company-ending event, it's given us a reason to become a better company.
because e Harmony and Match are not going to play the same way in India as they do in America, whereas we can."I ask about the ethics."A lot of members say we give them a way to keep their marriage alive," is Keable's answer.
"A lot of members are happy with their husbands and wives in general.
Unlike Facebook or Linked In, where you have a continuing relationship with that brand which might be daily, an affair dating site works differently.
You might come on, meet someone in the first month or two and then go off and have a three-month affair, where you don't login to the system, then you come back after that affair ends.
And yet more people have signed up to Ashley Madison since the hack than had signed up before.
And that is extraordinary."We represent how a company can come back from what could be seen as catastrophic circumstances," chief strategy officer Paul Keable tells me, "if you take the right approach.
That is more reminiscent of a USB stick plugged into an office computer than a website hack.
This wasn't a breach, I suggest to him now, this was an attack of a hellish nature."There's a lot of speculation," he says, much more wary now than earlier.
The biggest issue in cybersecurity is phishing activities and people's own security. Impact claimed to have been in Ashley Madison's systems for months, looking at the data.