"The modern sugar daddy is not a rich, decrepit captain of industry exploiting empty-headed vixens for hedonistic pleasure, but a mature gentleman seeking fun and pleasure with women of substance," writes Wade, a pen name. "Nor are Sugar Babies all young bimbo-victims, but women who know what they want and go after it."
Wade, whose real name is Brandon Wey, is a 38-year-old MIT-trained engineer and self-proclaimed "geek" who is now married to his own decade-younger sugar baby.
Wade denied that his site was connected to prostitution or blackmail schemes and has created several features that help its 320,000 members spot a potential con artist, including software that blocks spam and flags language used by escort services.
EstablishedMen.com does not allow the "money for sex element" that typifies many of the other sites, according to CEO Simone Dadoun-Cohen, banning girls from asking for an "allowance."
However, he told ABCNews.com that "with any relationship service there is an inherent risk of deception between users which we cannot 100% control."
To counteract that risk, the site has a 24-hour "customer care team" that monitors profiles and "risk mitigation" technologies similar to those used by credit card networks.
One sugar baby from SeekingArrangement.com would only use her initials AC when talking to ABCNews.com about her budding relationships with three sugar daddies who have offered her $20,000 to $30,000 a month.
"Ultimately, they want someone who is very physically attractive and a female that is sexual," she said. "A couple of them have been married, but their wives were beautiful, but not into that."
The California 37-year-old -- once married and now an entrepreneur and film maker looking for operating cash -- sees it as a business arrangement.
"One guy was so over-the-top and pretentious," she said. "He showed up in a big black Bentley with a driver and a security guard."
But recently, she has met a man who "understands women have needs" and like the fact that she is "business-minded and ambitious."
"He told me he was able to set me up and help me maintain my dreams," AC said. If the "chemistry" is there, they will sign a contract for their "arrangement."
AC said she doesn't feel like that arrangement is prostitution. "As an entrepreneur, you are constantly thinking outside the box," she said. "I have to be creative with the resources I have and we all know the economic situation and lending and investing is not available right now."
"Right now, people do all they can do to survive," she said.
Greenwich police arrested Dawn and Christopher Jessop, a young couple with three children, in a sting at a hotel where Dent was making the final $50,000 in a $100,000 pay-off, according to police reports.
"When I found out, I was absolutely devastated," said Christopher Jessop's mother, who runs a gourmet coffee shop in Mansfield, Ohio.
"He made decent money, so it's all about being greedy," Kelly Jessop told ABCNews.com.
Jessop's lawyer Mark Sherman said his client had "a tough decision to make."
"After a full investigation and at the appropriate time, he will accept responsibility for his conduct," Sherman told ABCNews.com.
"These kinds of problems go hand in hand with the Internet and all that comes with it," he said.
Dawn Jessop's lawyer said she, too, has entered a not guilty plea, but that was just a "starting point."