If you don’t want consumers to find a better deal, why does that deal exist in the first place?

Among the allegations against PayPal Honey that recently came out, one is that Honey affiliated brands try to prevent consumers from getting better deals. Basically, if there’s a 20% discount for a brand, but that brand doesn’t want consumers to use that deal, it’ll have Honey block that deal from its database. But if you don’t want your customers to use that deal, then why is it out there in the first place? Didn’t you create that deal?