Extra-marital affairs dating website Ashley Madison revealed that it could abandon its widely publicised London IPO, which was estimated to raise £135 million ($200 million) to fuel a massive expansion, because it has potentially found a "better option." Noel Biderman, CEO of Avid Life Media which owns Ashley Madison as well as a range of other niche dating websites, told Business Insider in a telephone interview that after a two-month roadshow, the number of potential options for the group's shareholders has widened and now listing on a stock exchange isn't necessarily the No.1 choice.