What, if all this is on the up & up, is also important about their plan is, we are heading into a period of 10's of thousands of layoff's and recession.
The rising interest rates are meant to do one thing, lower inflation. And it is accomplished by choking off Demand, which hurts business, which causes lay-offs.
I don't see how it can be argued that this is not bad for this business plan, at this time.
Maybe in a year or two, again assuming this is on the up & up, this type of service will see stronger a demand.