No management directives were given in the original article, nor my comment. For all we know, this "business model" is being forced upon Mahalo given the present economic climate.
Although I think it unlikely, Jason himself may not feel he has any other option and is being forced by the other investors in the company down this revenue path.
I urge you to read the original article and the previously posted comments on this thread for the full context of Mahlo's behavior and Mr. Calacanis' response. It's the double-speak and clearly disingenuous ignorance of his response which is the crux of the matter.