Ashley Madison. Is that some kind of shoe designer?

A sensible guess, but definitely wrong. Ashley Madison is a dating website aimed at people who are already married. The service brands itself as "discreet", and simply picked two popular American girls' names as the company name.

Wait, so they're a dating service for adultery? Isn't that immoral?

The company motto is: "Life is short. Have an affair." The website offers affair guidelines, with advice on how to cover your tracks.

So yes, it's immoral.

In its defence, the chief executive Noel Biderman says that someone wouldn't go to Ashley Madison unless they were already planning on having an affair. The website simply means that they won't cheat with a colleague or close friend. We should see the company as "a safe alternative," he says.

What have Ashley Madison done now?

Nothing to do with broken hearts. Ashley Madison plans to float on the London Stock Exchange this year.

We don't want such depraved companies here. Send them away.

This isn't Singapore. In 2013, Ashley Madison had to abandon launch plans there after they met with staunch opposition. But the Canada-based company decided London was the best place for an IPO because of Europe's relaxed approach towards infidelity.