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Ashley Madison would now like you to 'find your moment'

Technically Incorrect: The site for married cheaters tries to broaden the scope of its offering -- and of your feelings.

Technically Incorrect offers a slightly twisted take on the tech that's taken over our lives.


Meet Polly Amory.

Ashley Madison/YouTube screenshot by Chris Matyszczyk/CNET

This cheating thing's had a bad rap lately.

It's not about being unfaithful as such. It's more about, well, spreading your faith.

Sadly, those who were on Ashley's Madison's dating site for cheaters lost their faith somewhat when the site was hacked and their personal details were strewn over the Web.

Now, the site is under new management, and it's just released some ads that display a new attitude.

You might find them rather alluring.

In one, a couple is enduring a pleasant, but dull life. Then they go to a party and encounter a rather fetching woman who's delivering drinks. But which of the couple finds her attractive? The man or the woman? The answer seems to be yes.

A second ad offers a simple encounter on the subway.

Eyes meet. Smiles are exchanged. But are these people married? There's no sign of a ring on either of them.

But they could be, as Facebook parlance has it, in a relationship. What's going to happen? Wait, she's getting off the train. You can't just let her go like that. Do something.

There's most obvious symbolism in the third ad.

Here we see another bored couple. You can tell the woman's not happy by the way she chops a cucumber. You know exactly what this means because you've seen at least one French movie.

But then she goes to a conference. As she's checking in, there's another conference-goer doing the same. And what a goer.

He's tall, gray-haired and ever so Hugo Boss-y.

You just know that, for these two, the welcome reception will be very welcoming. You just know that when they get home their significant others will ask whether anything significant happened.

They'll reply: "Oh, it was so boring." People, you just can't trust them.

These ads are very nicely put together -- just like your ideal fling, really, should you be that way moved.

But why the change of tone from this formerly brash site, which may or may not have had many women on it at all.

Ashley Madison is currently being investigated by the FTC for employing fembots to impersonate real women.

You can imagine, then, that it needs to make men believe that the women on the site might be real. It also needs to convince women that an affair is something more than it previously depicted.

Should you have wiped it from your cranium, one previous ad featured men singing: "I'm looking for someone other than my wife" to the tune of the Climax Blues Band's "Couldn't Get It Right." (Glorious video below.)

The shift in taglines expresses where Ashley Madison would like its relationship with consumers to go.

It used to be "Life Is Short, Have An Affair." Now, it's drifted to a far softer, more humane "Find Your Moment."

But can Ashley Madison be trusted? Or has one flirtation been as many moments as you can bear?