Yep, it's all about the money. One thing Oprah started out slowly and as her career flourished, she expanded into building a brand and then expanded from that success.
The Harkles are imitating Oprah's business model without any experience. Oprah also had business and financial people advising her every step of the way, the Harkles are hoping just their name will carry them through. Doesn't work that way.