From what I have seen from The Points Guy since their UK launch, they seem to assume that nobody in the UK knows anything about airline loyalty schemes, and are taking it upon themselves to point out the bleeding obvious* that has been very well covered by many other blogs in the past. They seem to have some good marketing / advertising budgets and even got Simon Calder to write about them in the Independent (maybe he'll read some articles and learn not to speculatively buy points from BA, which he has written about in the past)

* point taken that this specific topic isn't all that bleeding obvious to most people, but my other point stands.