How is your customer-service department different?
A third of our staff is customer service. 54 in total. A free dating service could never do this.
Do people confess to you a lot because you're the guy who founded a cheating website?
Yes! People confess to me at every opportunity. I did a debate for ABC News a few years ago on the Ten Commandments at a megachurch in Texas. It was live in front of 5,000 congregants. For three hours after the debate, people were lined up to talk to me! It wasn't questions about my business – it was confessions about their sins and their struggles. They treated me like a Catholic priest! They wanted to see my perspective — how do you align faith with this? Maybe religious people are more unfaithful — because they have a place to confess! Other people may carry the guilt around a little longer.
Read MoreFive red flags that pop up when someone is lying
Is cheating bad?
Undiscovered cheating is good. I have come to accept that. When people hide behind breaking trust, they didn't succeed with monogamy. If my wife cheated, I wouldn't blame an inanimate object. I would say, "What need did I fail to meet that made her go down that path?" Cheating is like the secret glue that keeps millions of marriages together. I would cheat before I would leave.
Have you ever cheated?
I did when I was younger and in college. Isn't that what college is for — being an idiot? Experimenting. I got married later in life. I'm ready to attempt this path. I have learned how to better navigate my marriage based on the data I get to see.
Do you think marital cheaters will cheat in other areas of their life or business?
I don't think it works that way. I don't' think because you cheat on your spouse, you cheat on your taxes.
Read MoreWe all lie (And it's contagious!)
How did you do during the recession?
We've lost a few advertisers but people came back in 2009! They were like — "Hey, you want to advertise with us?" They got on their moral high horse but did an about face when they couldn't make ends meet. Our advertising in that period quadrupled.
Amazon, Google — some of the best companies in the world have failed going to China. I might succeed because I have a more compelling offering! Every country that's growing — people want to play around. I have a media interview in Israel for our media ban there. Then I'm off to Russia.
Here's an example of our impact: People can be put in jail in South Korea for infidelity. Two weeks into our launch there — after we'd signed up 56,000 people — the government blocked access to Ashley Madison. But what is it? It's a communication platform. If people use gmail to have an affair, then they'd have to block Google. We sued and got the law revoked. I impacted a Supreme Court decision in a foreign country. That's a societal impact — the proof is in the pudding.
Noel Biderman, aka "The King of Infidelity," is the president of Avid Life Media and the founder and CEO of Ashley Madison, the marital-affair website. Follow him on Twitter @noelbiderman.
For more on why we lie — from harmless fibs to extraordinary acts of criminal deceit, watch the CNBC premiere of, "Dishonesty: The Truth About Lies," Thursday May 28 at 10pm ET / PT.