So I had a chat with a coffee shop owner yesterday. He owned 5...

So I had a chat with a coffee shop owner yesterday. He owned 5 coffee shops.
I asked him how rewardle was going.. The response was lacklustre. He saw some benefits. But said he was being scammed for free coffees too. Mainly caused by people double scanning.
I dug a little further. His sentiment towards Rewardle was best described as neutral.
When I quizzed him on payment to Rewardle he said that they tried to charge him, but he did a deal. So he pays nothing.
A huge amount of money has been pumped into this, and the major shareholder continues to support it with blind faith. It actually doesn't make a lot of sense...unless...Where does all the data go and who is benefiting from it. Is there an associated third party company that is benefitting greatly from the data it pays to rewardle? Who are the shareholders of the third party companies.
Just beginning to question if shareholders money has been used to create a data collection vehicle and the real money is being made by others who benefit from the data. This could explain why such a huge amount of cash continues to be pumped in when the business model appears hopeless.