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(In July this year, ALM rebranded as Ruby, though the report refers to the company by its previous name).

Ashley Madison, which goaded more prudish corners of the internet with the tagline "Life is short.

The hackers warned ALM that it would leak personal details of 36 million members unless ALM changed its policies -- specifically around letting users permanently delete their accounts.Call it a midlife crisis, poor judgment or a cheater’s heart. We had not taken a vacation without children in years. We want to publish your story So I admit it, I signed up for a membership on Ashley Whatever it was, I easily found fault in my marriage. To be fair, I think my wife had the better claim for frustration. I was not thinking with my brain when I answered back, “You bet, babe! (It’s a dating site for married cheaters, but you probably already know that.) A couple of weeks into my membership, the headlines hit: Hackers broke into the website and stole records about its subscribers.The changes are part of a rebranding campaign that was announced last week by the Toronto-based company, which hired new senior management in April to replace founder Noel Biderman, who left in August.Avid lost about a quarter of its annual revenue last year after a security breach last summer exposed names and financial information about millions of purported Ashley Madison clients. When you think about it, that’s nearly three “seven-year itches” without a single craving for anyone other than my wife.

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