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Ashley Madison, the world's biggest online hookup site for married people, works only when monogamy is the rule on the surface but, deep inside, couples want to cheat.The nation that prides itself on conformity and proper appearances reached a million users in eight and a half months, the fastest pace among any of the 37 countries where the adultery site operates.Extramarital sex and affairs are not new to Japan, but a site such as Ashley Madison is "a leveling out of the playing field" for women, said Noel Biderman, chief executive of Avid Life Media Inc., which operates AshleyMadison.com. The divorce rate in Japan is relatively low at about two cases per 1,000 people vs. four cases in the U.S., although sinking marriage rates in Japan also lower the divorce numbers. It now has 1.07 million users in Japan after opening in the country in June last year.Revenue comes from charging the male users, who are 64 percent of site's members in Japan and 70 percent globally.In a survey this year by Ashley Madison of more than 3,500 Japanese users, the top reason for seeking an affair was simple: "Not enough sex" in their lives.
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