Is Klarna's business model closer to merchant marketing than to consumer credit, and how does that impact their fee structure?

I think there's a fair few things in there. First and foremost, from a very personal perspective, I've always felt quite uncomfortable with Klarna.

I've always felt quite uncomfortable with what it's trying to do. I don't think it's a great idea. Just a fairly rudimentary search will show you that there have been some pretty bad horror stories of people that have got themselves into debt.

To your point about, are they looking to go for Google Facebook type of thing? I think they're just looking to follow that same model, which is to own as much of the relationship with the customer as possible.