[civilized]

This is informative, but I'm not sure how illuminating it is to say that a business's business model was great, except they didn't follow it, they followed a completely different business model that was terrible? Isn't the actual business model of a business... the business model that they actually followed?

[dmd]

If I build you a model of a building that's fine, and then I build a building that isn't like the model, I think it's reasonable to still say that the model was fine.

[civilized]

Point taken, but I'd say it gets a bit murky when I find out you built the building based on a different model you didn't show me.

A lot depends on whether the "business model" presented publicly was deceptive.