Innovate...*

Researchers at Tulane and Michigan State University took leaked Ashley Madison account information, anonymized corporate email addresses and counted.

The researchers found that firms with higher percentages of employees on Ashley Madison had higher levels of innovation, risk-taking, unethical behavior, tax disputes with the government,  less ethical, and scoring twice as high in categories like concerns on bribery and fraud.

However, the more interesting results were the correlations between positive firm attributes and high Ashley Madison membership. These firms were more diverse and more creative, as defined by research and development spending and number of patents.

The researchers interpreted their results in two ways. First, it's possible that firms with higher percentages of employees on Ashley Madison probably do not value or screen for high ethical standards when hiring. Or innovation and creativity are correlated with unethical behavior.

But maybe it's the other way around and adulterers need to be super creative to explain away their affairs and it just so happens.