BS Summary: This article contains 24 faulty reasoning types, including Negativity Bias, Confirmation Bias, and Unattributed Quote, with Appeal to Authority as the most egregious example at 34.1% saturation with 156 hits. Analysis detected 1,094 faulty-reasoning hits from 457 analyzed words, generating a BS Score of 47.2% and a BS Rank of 44% (12,269 of 21,886 articles). This article is better (less manipulative) than 56.10% of the article peer group.
5:29 PM PDT · July 10, 2026
Image Credits: Kimberly White/Getty Images for TechCrunch
Dominic-Madori Davis
Phia accused of ‘cookie stuffing,’ taking affiliate credit on purchases it didn’t earn
Phia, the shopping startup co-founded by Bill Gates’ daughter, Phoebe Gates, and Sophia Kianni, has been accused of a practice known as “cookie stuffing,” which may have helped the product receive commissions and credit for sales it did not actually generate, according to a Bloomberg investigation.
The report has sparked controversy and led to Phia’s suspension from Impact.com , a leading affiliate and influencer platform.
Other startups have been sued over “cookie stuffing,” notably Honey, which is owned by PayPal and remains the subject of an ongoing class action lawsuit.
Founded in 2025, Phia has raised more than $40 millio n in funding and has a star-studded list of investors, including Kim Kardashian and Hailey Bieber.
The startup developed an app as a browser extension that works somewhat like Google Flights, but for shopping.
Phia helps customers find the lowest-priced items across various retailers as well as discount codes to use when shopping.
The company takes a commission on purchases made through the platform through an industry practice known as affiliate marketing.
The Bloomberg investigation, as well as findings from an independent consultant and a competitor, found that if a user shopped at an online retailer — even if they arrived at the site on their own or through another affiliate program like Wirecutter — Phia would open a new tab in the background.
During the checkout process, Phia would override the referral codes from other affiliates and instead inject its own, allowing it to take credit for and potentially receive a commission on a purchase it didn’t earn.
Once the issue was flagged to Phia, a spokesperson told Bloomberg that all necessary changes had been made to fix the issue.
A check by Bloomberg found the issue had been resolved.
It’s unclear if the fix is enough to satisfy the retailers and affiliate partners that work with Phia.
TechCrunch reached out to Phia for comment and has not received a response.
Phia , Phoebe Gates , Startups
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