According to the Daily Dot, leaked emails from the Ashley Madison hack last week show that Avid Life Media, the adultery site’s parent company, was working on a an app called ‘What’s Your Wife Worth’ around 2013 that allowed men to rate each other’s wives out of 10 and attach dollars to a woman so they could exactly see her ‘worth’. It’s somewhat similar to other attractiveness-rating sites, just put under a more intolerable concept. In June 2013, Noel Biderman, ALM’s chief executive, sent an email providing his feedback that read: “Choice should be ‘post your wife’ and ‘bid on someone’s wife. I am not sure we should be asking for real names—rather usernames”, according to Daily Dot. There is no clarity as to what the actual bidding process meant or if real money was ever planned to be exchanged. When he was shown some mock-ups, he replied: “This is really good”, instead of shooting down the idea as cheap and prejudiced. The app was never finished though, as it was abandoned sometime between then and 2014. According to one of Biderman’s colleague, it was ‘horribly developed’ when asked about the app. It’s unclear if he was referring to the unfinished Android app itself or the sexist concept.
