The bittersweet truth about that proverbial quest of finding love in this day and age is the vast ocean of fish to choose from.  You can find just about anything and try them all out for size. Given the fact you are savvy with weeding out the undesirables and remain open-minded about the realities of certain lifestyles people live, you might just end up questioning yourself about what you really want out of life, love and lust.

The up surge of dating websites that cater to specificity, lends this generation of online dating a leg up on fine tuning your search for that elusive spark we all seem to need in our lives. Web entrepreneurs have capitalized on this need and explored the different spectrums of love and its foundations based on a wide variety of preferences, affiliations, tastes, lifestyle choices and yes, even sexual deviances.

AshleyMadison.com  is a website dating service for individuals  in a committed relationship and seeking the thrill of a secret romance, or the excitement of a casual encounter sans the complication of having to explain one's self for his/her choice of action.  The site has gained quite the reputation and the ire of many critics who frown on the outright provocation and encouragement of infidelity. The website founder and CEO Noel Biderman, claims the site is the largest dating resource for married people looking to explore love outside of their vows. When asked if their site encourages infidelity, their answer is, "No, AshleyMadison.com does not encourage anyone to stray. In fact, if you are having difficulty with your relationship, you should seek counseling."

Funny though, there are no links on couple counseling services to be found on their site.

It is a known secret that people cheat, and however much many adult dating sites are plausibly aware of its members participating in such affairs, it is of course, still a lifestyle choice for the involved individual. For a traveling business professional, an innocent read through the in-flight magazine leads him to find AshleyMadison.com's motto: "Life is short. Have an affair." This is how they have been strategic in advertising their site but at the same time discreetly playing the field and are much less upfront compared to other similar sites.

The site guarantees anonymity of its members and basic membership for both men and women are free with the exception of certain features that are only accessible through the purchase of credits.  There are mixed reviews from seemingly satisfied members and those who think the site is too expensive for the average earner. One needs credits to chat, with which you are given only 24 hours to use the minutes you've purchased. Predictably, it has also not been spared from phishers who disguise themselves as interested members, but once payment has been made to initiate contact, nothing more is heard from them.

Interesting enough to know is, the sign-up ratio between males and females is 8.5 men for every 1.5 women. However, to maintain good business, AshleyMadison.com offers an Affair Guarantee Program through the purchase of an Affair Guarantee Membership Package for $249.00. If you are unable to find a mate within the first 3 months of membership, a full refund will be given.

Understandably, most members hesitate to post photos online as the nature of the business targets cheating spouses. Obviously, this makes your search a little bit tricky.

Unknown to most, these unique niche dating websites generate a hefty $30 million a year. I guess you can say it's quite a big chunk in the online dating pie that made nearly $1.1 billion dollars in 2009.  Does this make you question the dying age of scruples and morality? Infidelity has been a long standing social vice. But if people even find themselves surfing through these websites, they may have already gone down that path and no advertising stint can convince them to pursue an affair.

Looking at it in a different angle, maybe it is best to keep these kindred souls with like minded individuals and off the websites for singles who have every sincere intention to find love and keep a long term committed relationship. As it is, many hearts have been broken from being swept off their feet by someone who has been lying about their marital status.

Inevitable changing times and needs of people do lead to entrepreneurial opportunities that cater to specific tastes. Some may find it distasteful, immoral and dishonorable. But in all logic, these sites do not force people to join or participate. It only takes the willing and for temptation to take over reason. While many condemn the business objectives of such sites and foresee a probable high incidence of subpoenas that may undermine their business growth, global financial statistics still strongly imply that people do still have the freedom and the will to choose how to live their lives.