It's a common betrayal that many of us are familiar with: the temptation to cheat on our partner. The urge might come for a variety of reasons - bored and uninspiring sex, no sex at all, or just plain curiosity.
In the past, we've found our own techniques to cheat and then cover it up so that our partner doesn't find out, but with the advent of the internet a whole new world of possibility has opened up and with it, an enterprising new website that offers millions of people support and advice on how to go about cheating.
Enter AshleyMadison.com, a website that's gaining in infamy around the world and which will soon be launched in South Africa.
Founded by happily married entrepreneur, Noel Biderman, the site professes to help aspiring cheaters find a discreet way to cheat without getting caught.
It all boils down to business, which Biderman says has been booming over the economic downturn. "During economic hardship marriages suffer," he told The Sunday Times.
"We're just business people fulfilling a business need," he later told Redi Tlhabi on 702 Talk Radio.
But Biderman also feels there is more to infidelity than first meets the eye. He thinks people who have affairs are misunderstood. They are lonely within their marriages, seeking out relief.
Cheating need not be because you don't love your partner, says Biderman. "I have come across many women [who use AshleyMadison.com] who love their husbands but need a way to boost their lives."
"Often it makes them better people," he says in an interview with Canada AM. "It's hard for people to accept that, but it's the truth."
Interestingly, Biderman believes in monogamy but thinks that it should be approached differently. He would sooner advocate infidelity than divorce, particularly when that person has a family to look after.
"You can't always talk your way out of a problem," he told Tlhabi at her suggestion of finding less damaging ways to improve a troubled marriage.
"I'd rather aggregate the phenomenon in a skilled way, rather than risking a tragedy."
When it comes to Biderman's personal life, happily married with two kids is where he's at.
"If there's anyone on this planet who knows what it takes to be in a successful relationship, it's me," he tells Canada AM.
"It's about communication. Because I talk about this topic 24/7, so my wife and I are very honest with one another about what we need and how our relationship will work."
However, to Tlhabi he says he is not sure how to teach the success of his relationship to others.
For the most part, he's sure that cheating is a last resort for many people.
Whatever the reason, Biderman believes that infidelity can often benefit a relationship.
"Infidelity becomes a catalyst for change, often for the betterment of a relationship."
Do you think infidelity is a cure for marital problems? Tell us in the comments section below.