In hindsight it's obvious that something was going on, but you could say the same for a company like Uber. For some companies we think they make their money on

In hindsight it's obvious that something was going on, but you could say the same for a company like Uber. For some companies we think they make their money on ads or service, but they don't, it's VC funding. Only later are they planing to make a profit. The surprise for people most likely wasn't that Honey would have to make money on some weird side hustle, the surprise was that they'd steal from their partners.