Online dating sites and chat rooms have become big "go to" places for cheating. One Web site has rattled many nerves because it includes an area specifically for cheaters.

“Worth the time, pursues fantasies, hot to trot. It's like eBay."

Women looking at this Web site for the first time have already figured it out. It's like online shopping for infidelity.

“I thought Craigslist was appalling to me, I won't even shop there because of those sections that they have that aren't even this bad, oh my gosh,” says Jackie Wilkie.

Ashleymadison.com has that effect on a lot of people. The Web site doesn't hide its intentions. The television ads are even more provocative.

Created in 2007, the Web site claims it has five million members and locally the numbers might surprise you. In Nebraska, there are more than 27,000 adults with accounts at Ashley Madison. Nearly 20,000 are men, more than 8,000 are women.

Web site developer Noel Biderman says that's a 110 percent increase from last year. "I don't want to offend anybody and I'm not making any statements about anything, but sometimes it's about religious background and it's about suppressing desires and needs because ultimately, we're all human, we're all crafted with a DNA and in that DNA is programming that makes us non-monogamous.”

“I don't know where he got that,” counters psychologist Dr. Robert Kraft, who works with married couples and sexual addiction. He says the temptation to stray is not unusual. “We all have all kinds of thoughts that go through our head. It's what we do with them that is important.”

Dr. Kraft says a lot of married people think that their relationship can be fixed by a romantic getaway to Las Vegas or Kansas City. That's a mistake. He says if you've arrived at the point where infidelity is an option or a reality, your relationship needs serious work, not a quick fix.

The women to whom we showed the Web site have a different theory, that some of these people might look at getting caught as a guarantee their marriage is over. “This guy has his face out there clear as day.”

Here's what they mean. There's not much discretion and you don't have to pay a dime to shop around on Ashley Madison. The site makes its money when clients start sending messages. With millions of members, Biderman is getting rich off the infidelity of others.

“It's so blatant,” says Andrea Erickson of Omaha. “To have this Web site with total disregard, you know people are doing it anyway so I'm going to make it easy on them, might as well make some money while I’m at it. For me, that's the most offensive.”

For these women, they'll leave the online infidelity shopping to someone else. “I feel sad for these people.”

The Web site does include areas for single people to meet online. The owner of the site says he is married and would be devastated to find out if his own wife was on a site like his.