I've never worked for such a company, but I patronize businesses that do.

It isn't about telling your customers to patronize your competitors. It's about being helpful so that they think of you first. Sometimes they'll find what they want and buy it from you. Other times you'll point them elsewhere. But they'll always think of you first because they know you know where to look.

A few blogs point you to other application links for credit cards. Maybe they won't make any affiliate income on that one, but you'll check their site anyway and maybe also click on an offer that does.