Well this seems....shady
It's not "shady". It's just capitalism.
Housing is something that has been spectacularly fucked in the US for historical reasons - white flight, zoning, redlining, Reagan-era policies to enrich the white burbs in perpetuity. Most of the policies that are aiding property speculators and mass landlords were intended to help "grandma keep her house," and keep "those kinds of folks" away. Naturally business noticed that this was an insanely good deal for the American homeowner and decided to get in on it, and in a large-business friendly regulatory environment we have a hard time making the case that these companies are doing something wrong.