When Biderman really gets rolling, he'll point out that AshleyMadison.com could be considered a "safe alternative" to workplace affairs, which can cost jobs, lying about marital status on other Web sites or visiting prostitutes.

"Physical intimacy is no different than requiring oxygen to breathe or water to drink," Biderman said. "If it's missing in your relationship, I don't care who you are, president of the United States or the prince of England, you're going to step outside your relationship. That's the bottom line."

Despite being shut out of the Super Bowl, the buzz about AshleyMadison.com continues advertise on other outlets and grow via old-fashioned word of mouth and the newer, viral manners associated with the Web.

"It's gone from 'This doesn't happen in my neighborhood and to my friends,' to, 'Hey, did you hear about this? Did you see that commercial?' '' Biderman said. "It has been semi-viral, in a way. These things pick momentum."

Biderman said that nearly 75 percent of his clients are male. He competes with a handful of other sites, including AdultFriendFinder.com, MarriedDateClub.com and even Craigslist.org.

"The difference with our site is that it's credit-based," he said. "It's driven by life's circumstances."

Instead of paying a monthly fee, members put money into a debit account and pay only when they interact with other users. For roughly $50, users receive 100 "credits," which can be used to open mail queries from interested members or to send "gifts" to people whose profiles spark interest. (The site sells 500 credits for $149 and 1,000 for $249 -- the latter package comes with a "money-back guarantee" that you will have an affair.

Biderman says his site is profitable, but will not state how many users are "just browsing" and how many fork over money to actually meet fellow members.

Given the copycat culture of the Web, Biderman knows that competitors will be coming. But, he's not particularly worried.

"There will probably some thin-slicing, like everything else on the Web," he said. "There may be segments for MILFs or sugar daddys or things like that. But, if someone thinks they can do it better, all I can say is 'Good luck.' When you think about it, there are thousands of sites on the Web that show videos, but there is only one YouTube."

Though his company is based in Canada, Biderman has customers in each of the 50 states, including several in Wisconsin.

"As you'd expect, we have big numbers in New York and California," he said. "But, we're also huge in Cleveland, South Florida, Atlanta and other places where we haven't done a lot of direct marketing."