Online Adultery

I just read an item from Time about a "personal site aimed at facilitating extramarital affairs." It is called AshleyMadison.com. Among the many ghastly things about this, one of the most interesting statements in the article was this: traffic on the site tripled the day after Father's Day. According to the site's CEO, it is because the day after Father's Day is a day when many men feel "underappreciated."

That is very sad - not a reason to cheat - but sad. Why don't we as a culture appreciate fathers enough? Too many bad ones, our own screwed up priorities, selfishness .... Any ideas?