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While Segal told Reuters “We are profoundly sorry” regarding the hack, Millership was somewhat less contrite on the issue of bots, saying in the company’s statement that “bots are widespread in the industry.” The company’s announcement also outlined the strategy for long-term recovery from the hack, which included revamping security and implementing more discreet payment methods.

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It turns out a company established to facilitate unethical behavior made some ethical lapses of its own.

In a statement last week, Ashley Madison parent company Avid Life Media confirmed long-circulating suspicions that it used ‘bots’ to give users the impression that the site had more female users than it actually did.

Annalee Newitz, a reporter who helped expose the site’s use of bots, also uncovered internal documents showing that 80% of initial purchases on Ashley Madison were by a male user trying to communicate with a bot.

Meanwhile, CNN Money reports that customers who disputed charges from the site were told that records of their activity would be mailed to their home, essentially a threat to expose them to spouses and families.

Ashley Madison is at the forefront of global conversations about modern relationships, dating, and sexuality.

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.

ALM declined, the hackers leaked the data and scandal ensued as users panicked about their private lives and the internet raked through the dirty laundry.

The bots were essentially Ashley Madison’s sales force.

Men who signed up for a free account would be immediately contacted by a bot posing as an interested woman, but would have to buy credits from the site to reply.