Ashley Madison, the adultery-promoting dating site got hacked in july 2015. More than 30 million users had their most intimate details exposed when hackers released their data in August 2015, after the service owners refused to close down business. As the biggest public breach of of sensitive personal information ever, there are many lessons to be learned in terms of data protection, hacktivism, crisis management, business continuity, and ʺquality of serviceʺ, so to speak. This talk will explain what happened, lessons learned and practical tips on how to avoid making the same mistakes.