Morality has nothing to do with it.
Ethics have everything to do with it. This is a site dedicated to helping people lie to their partners, and in some cases, to violate vows made in public and backed by society in general as well as the state. In fact, this site's advertising blatantly ENCOURAGES people to do these things.
It's not about anyone being squeamish about sex, or even affairs. It's about lies, deception, and breaking promises, and about encouraging people to do these things.
Not to mention AM's *own* broken promises to the effect that "no-one will ever find out"...
This isn't a case of being "ethically challenged", even on a good day--it's a case of being ethically *repugnant*.