In 2025, it takes a bit of boldness to swear lifelong fidelity! At a time when one in two marriages ends in divorce, 27% of these breakups are linked to infidelity. Over the past ten years, with the rise of dating sites for cheaters like Gleeden, infidelity has not only become increasingly normalized but also turned into a booming business: magazine covers and a flood of books, “love hotels” for secret get-togethers, love coaches, discreet apps… It’s a theme that also fuels countless TV series. But what drives these rebels against exclusivity to break the rules they set with their partner? Why is infidelity sometimes so tempting, so feared—and so painful?