To the Ashley Madison “guest,” or non-paying member, it would appear that he was being personally contacted by eager women. But if he wanted to read or respond to their messages, he would have to shell out for a package of Ashley Madison credits, which range in price from $60 to $290. Each subsequent message and chat cost the man credits. As documents from company e-mails now reveal, 80 percent of first purchases on Ashley Madison were a result of a man trying to contact a bot, or reading a message from one.