In the beginning, Ward positioned it as an internal process violation. "Hi Karri and everyone, I’m appalled that this happened. We are still investigating but it appears that Friday morning an employee violated our internal procedures and went out of bounds reaching out to customers they shouldn’t have.

Henry" https://twitter.com/henrysward/status/1743713154721554849

It's because they thought secondary could be the real business, because the hypothetical total addressable market is so large.