Its almost like saying, if you cheat don't worry ... just pay somebody to not cheat and you will be fine, and the 'supposed' testimonials of users show that because of this your significant partner is no longer mad at them due to the cheating. I don't believe it! I always figured that it takes a bit more than just paying off somebody to overcome the damage done by cheating. If you've had a long lasting relationship beforehand, then yes the damage MAY be smaller and easier to manage DEPENDING ON THE SITUATION! But to just forget and forgive about it all because they paid off somebody doesn't seem right at all, its almost like bribery. You know if the husband cheats with the maid (or wife with poolboy!) you just pay the person to keep things hush hush, then if you tell your spouse about it, why aren't they as relaxed and okay about it, since money did change hands, just like in cheatneautral.com.
The difference I guess is that your not paying to keep it hush hush, your paying so that someone else does not do the same error you did. So in a way, its a new twist at dealing with such delicate situations. As a final say on this, read a quote from one their members.
"Seb was so angry with me, I felt really bad about what I'd done. I came to Cheatneutral to offset the side effects of my cheating, and later on, Seb said the only reason he could forgive me was because I'd offset my cheating with Cheatneutral. Thanks to Cheatneutral, we're still together, I can feel good about my cheating, and I've helped to reduce global cheating as well! If I do cheat on Seb again, I'll definitely be calling Cheatneutral."
Sounds more like a post-pay solution to cheating, since yes you do feel bad about having cheated on them, but its "hey, when it happens again, i know what'll make it right immediately!". Obviously, there must be more to this story with Seb, but marketing makes it look so easy to deal with!