Link below from last night's Swissborg AMA (listen for 30 seconds):
https://youtu.be/-G9doiHve_A?t=4620
It's a positive sign when competitors start to adopt your processes and business model. Swissborg customers have requested it and they acknowledge Celsius as a company already doing this.
I interpret companies copying Celsius (or aspects of their business model) as an endorsement that Celsius is innovating and a lead developer in this space.
Disclaimer: I use Celsius, Swissborg, Nexo, and YieldApp. All have their own specific Pros and Cons and my preferences are based on my personal user experience.