If you accept any significant funding from outside sources, they’re going to look for a return on their investment at some point, sooner rather than later. And in order to receive this sooner, they’ll naturally look to influence strategic decisions and how the company should be, and is run. (For a blockchain rewards and loyalty eCommerce platform, this would have been risky).
The blockchain fit with consumer rewards and loyalty programs is obvious and natural, with virtual currency, miles, points etc. being the current medium of exchange. But what have butterflies got to do with any of this?