Ja, so you’ll remember the world’s biggest dating website devoted to cheating spouses was hacked, exposing their clients’ details. That’s obviously the exact thing people were trusting them not to be susceptible to. So what happened next?

Well, in the short term you will recall some Eskom and Justice Department employees were found on the hacked list, which is par for the course. Then they also discovered Ashley Madison’s big lie – the fact that a large portion of randy husbands were actually speaking to fembots. Let alone the fact that hardly any women were engaging with the site.

So what happened next, you ask?

The first thing they did was change the name – clever. But, alas, that wasn’t enough.

Business Insider tells us more:

Now rebranded as ruby Corp. (the “ruby” is intentionally lower case), the company formerly known as Avid Life Media is currently under investigation by the Federal Trade Commission. It was the subject of a “highly critical” review by Australian government investigators in August. And it’s still enduring multiple legal battles since the massive breach of its database in July 2015 exposed the identities of 32 million users.

They mixed up their leadership team with the hope that they might be able to scrub the shit from the fan and four months later, they think they have the answer.

“We felt the Ashley brand was very valuable and wasn’t something to throw away,” Rob Segal, ruby’s new CEO, told Business Insider in a telephone interview along with company president James Millership.

As ruby focuses on security improvements, it can boast that roughly 17 million people have signed up for the site after it was hacked, and its own employee ranks have grown 40%. The executive duo that specialises in brand turnarounds and marketing seems to be a big reason why.

You can read about how they plan to do it here, but let’s end off on another note.

Founder, Noel Biderman

Remember the founder of Ashley Madison? That happily married Noel Biderman guy? Ja, well he resigned after the breach and it seems he was having a ton of affairs himself.

The whole tale kind of wrote itself from the start, don’t you think?

[source: businessinsider]