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The leak from Ashley Madison revealed the company was working on an app called "What's Your Wife Worth," The Daily Dot has learned. It posits how much wives would cost based on their ratings. The CEO Noel Biderman allegedly commented on it saying: "Choice should be ‘post your wife’ and ‘bid on someone's wife,’” he wrote. “I am not sure we should be asking for real names—rather usernames.” The app was never completed.