We are certainly onto something here, though the Splitit offering is slightly different to what is offered by the author's company. Yaacov owns Jifiti, which is similar to Splitit in that if offers split transactions with a white-label solution, but still opens up new credit lines for the consumer.
Like the founders of Splitit, he is also from Israel (in case you couldn't immediately tell from the name). His company website actually mentions Splitit in the gloassary section, essentially crediting them with raising awareness regarding the use of credit cards for BNPL purposes:
https://www.jifiti.com/glossary/split-payments/
As also stated on the page linked to above, one of the key target customer groups for Jifiti is millenials, as many do not own credit cards. To this end, both Jifiti and Splitit will likely be able to operate in the same retail spaces without cutting off each others revenue streams.
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