Am I ever glad I found this forum! I had the displeasure of having a working relationship with these two.
From the business point of view: It's ALL for business. They want to know exactly what videos, posts and what they said brought clients in. If it's being positive, they'll do more of that. If it's "LOVE" they'll do more of that. They're not very professional and UJ runs around wired all day as he enjoys his 10 coffees or more and who knows what else (let's hope it's just coffee). I feel like deep down Mimi has more soul than Alex who is completely obsessed with money, but she's very insecure and needs a lot of validation. Definitely not a business woman, she was just the face. They're both very uneducated, don't even know most classic books. It's all about sales. They give empty promises to squeeze more from people. Products: they are NOT interested if they're produced unethically or if they're not friendly to the environment. Again, money first.
I don't think I would write here, but the confidence they got with the fact they made money (no question they're good with that, but good timing was for sure a big factor in their success) is troubling because they scam people and talk about subjects they shouldn't: advice about birth and of course Covid. Again, they only know sales, they're very uneducated and they shouldn't speak about those topics. The way they expose their child is troubling.
Having worked with other successful people who are way more ethical, I really dislike these two and I'm quite disappointed with their behaviour this past year. But they're too deep into the rabbit hole of narcissism, I don't think it'll ever change.