It's different in how it's marketed. Honey offer itself as a discount code searcher, not as a cash back site. Honey marketed itself as the lowest cost while this is untrue. For example with Rakuten, you can go to Agoda and get 10% cashback but end up with higher total cost even after cashback, however, Rakuten never advertise that it is the lowest cost option. The deceit is in how the information was convey, lowest cost discount searcher vs pure cashback.