That was my assumption all along IMO. Any time a coupon company gets big, it'll end up becoming an advertising platform, because there's a lot more money in that than saving people money, especially if you make people think they're saving money.

That's why I don't use Honey or any other coupon service, unless I'm actually about to buy something specific and looking for a discount (e.g. I'm happy with the price, but I'd be happier with a 10% discount).