Noel Biderman, the CEO of Ashley Madison, an affair-encouraging business that pairs up men and women who are already in relationships, was a guest on Starting Point Wednesday morning, discussing his plans to buy up abandoned advertising space on Rush Limbaugh‘s radio program.

“I actually did not believe this existed,” host Soledad O’Brien revealed, as she introduced Biderman. She then asked how much of the advertising space Biderman planned to buy up.

“We’re totally willing to step into the void left by other advertisers,” Biderman said, pointing out that Limbaugh has 10 million listeners. “If it costs two or three million dollars, happy to pony up.”

Stay classy.