Four million users (active number unknown) have signed up, a number that has doubled in less than a year. What’s the attraction? Simple, going into this everyone knows what they want; there are no lies or deception.

Signing up is rather painless, and free. Create a nickname, define your relationship status and enter a zip code, that’s it. Edit your profile once logged in to your preferences, uploading a photo is also highly recommended, then start searching. With a free membership, there are limitations to how much you can search and for how long you can interact with other members. Moving to a paid membership, which operates on a credit system, is the preferred method of use, and what most members do.

The look and feel of the site is soft, rounded corners, navigating it is easy and straightforward. None of the site feels like a dating site, a refreshing change.

One of the nicest features built in is the so-called panic button, and it’s located on every page. In the event your unknowing spouse comes in the room while you’re surfing the site, or you are searching while at work, the panic button will take you immediately to Google.com.

For paid memberships, Ashley Madison is setup slightly different compared to most other online dating sites. Rather than monthly subscriptions, users buy credits, which can be redeemed for instant messaging time and is the preferred method of communication between two people. Because of how this is setup, and how you use the site, costs could vary wildly from month to month. There are a few cost cutting features for paid members, but the reality is that they all depend on how you use the site.

As part of their marketing campaign, Ashley Madison released racy commercials, like this one, which shows a man and woman in an intimate setting and then tells you they are married, but not to each other. Adding to the publicity are interviews on the Tyra Banks Show, Ellen Degeneres Show, local news channels and even a Superbowl commercial. Print and web news are also covering this new way of dating for those unhappy or unfulfilled in their relationships. An excerpt from SF Weekly says,

a woman didn’t even need a photo or any personal info in her profile to get twenty potential affair buddies arriving on her digital doorstep

NewsBusters covers Ashley Madison and has text excerpts from ABC, Good Morning America and other television programs that interviewed people who have used the service, most said that having an affair improved their marriage!

Because this dating site is upfront with the services it offers, has none of the sign-up hassles of their competition and doesn’t make you feel embarrassed to use it it’s more than worth a try, it’s a do. Free to access most of the site, pay when you are ready, and find the connection you need with someone who already understands and accepts the circumstances you are in.