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The hack, first reported on by British outlet Channel 4 News last week, reportedly resulted in the information of nearly 4 million members of Adult Friend Finder leaking onto an online forum frequented by hackers.In addition to sexual orientation, the data allegedly revealed included e-mail addresses, usernames, dates of birth, postal codes, the unique Internet addresses associated with users' computers and whether members were looking for extramarital affairs.
Still, users are handing it over, en masse, to a company that performs social experiments on them and shares their data with companies in the advertising industry.
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Instead of having users pull out a complete profile, they ask them to connect with their Facebook or Linked In pages -- pulling pictures or text to prepopulate their account.
But that could mean even bigger problems if a breach occurs, Mayer said.
Even being revealed as a member of Adult Friend Finder might be embarrassment enough for some: The site is, as its name suggests, "adult" in nature. Penthouse Media Group acquired it along with the rest of its network, which also includes less risque sites aimed at religious and senior daters among others, back in 2007.