While I think this is a stupid move on the founder's end and there's no debate about that, I disagree with your understanding of what "passion" is. People seem to think most passionate people are born with some sort of pre-assigned passion, but it's something that arises out of your experience and action. Just like Thomas Edison was "passionate" about what he built (but he was super greedy and an asshole too), this guy probably became obsessed with this "space" after having worked on it for such a long time, even though 5 years ago he probably didn't care about home cleaning at all.