Although having sex with someone other than your significant other conjures images of shamed politicians and naughty mistresses – or just 1970s swingers parties – the fact is, many people are embracing these not-so-traditional relationships and using the Web to make it easier.

“Life is short. Have an affair.” This is the slogan of the dating site AshleyMadison, which is devoted to people looking to be the shamed politician or the mistress, people willing to keep the relationship a secret from their spouses. But over at LoveMany, a site “for people who believe that love can exist between more than two people at a time,” the spouses are perfectly aware of the other person. There is no need for secrets — these are couples seeking a third.

Both these sites, and other similar ones, operate on the idea of, “People are going to do it so we’re just going to help.” They are attempting to de-stigmatize these relationships – or at least capitalize on them.

Most traditional dating sites have their users create profiles with their interests, hobbies, and favorite movies. Ashley Madison does, too – but first you’ll answer to your “intimate desires.” So many options! There’s the obvious (spanking, role playing) but also the more specific (likes to go slow, bubble bath for two). While traditional online dating sites may be connecting members to do the very same things, they certainly don’t admit it. Even if Match.com is for booty calls, they still pretend otherwise by asking about the last book you read and if you have any pets.

LoveMany makes it clear it’s not just a site for swinging or sex. (They direct you to AdultFriendFinder (NSFW!) if you’re simply looking for a one-night stand.) And most of the couples who have profiles echo this sentiment; they make it clear they are looking for a long-term addition to their relationship. They are the kind of people who could live next door to you; they have kids and love playing board games and drinking wine.

Although both sites are all about discretion, most members post profile pics. But anyone can quickly create a profile and browse profiles for free, so there’s a decent chance that someone you know will see you – or that the more vengeful and bored members of society could hunt for people to “out.” Some people are still worried about admitting to being on eHarmony … but the users on these sites are willing to say, “Yup, I want to sleep with a married man or watch someone else have sex with my wife and I don’t care who knows it.” We have to wonder: if the stigma has been removed that much, what’s next?

What do you think? Are the couples who use LoveMany so different than the individuals who use Ashley Madison – or are both sites really just about sex? How do you view cheating versus having an open marriage?