I would say the real issue is transparency. If Honey made it clear that their product overwrote the affiliate links referer, didn’t actually find the best deals (despite advertising that exact thing), and then paid influencers to advertise their product that also steals from them, then this wouldn’t be as much of a big deal if at all. Though they also probably wouldn’t be a successful business, hence why many consider it a scam.
I don’t think many people believe that Bethesda views skyblivion as something that will compete for market share. I think it’s more of a surprise to people that in an age where so many major companies are quick to go after modders, Bethesda has not only allowed skyblivion to exist but has also officially acknowledged their work in a positive light.