What is the significance of the slogan "Life is short" for Ashley Madison?

The slogan "Life is short" carries particular significance for Ashley Madison, a dating website targeted at people who are married or in relationships. The slogan encapsulates the site's controversial encouragement of extramarital affairs, suggesting that since life is fleeting, individuals should seize opportunities for happiness and fulfillment wherever they might find them, even if it means engaging in infidelity. By using this catchphrase, Ashley Madison aims to appeal to potential users’ desires for excitement and adventure, rationalizing affairs as a way to make the most out of their limited time on earth. The slogan thus serves as a powerful marketing tool that not only defines the brand's philosophy but also attempts to normalize and legitimize the service it offers amidst societal taboos surrounding adultery.