It's not really "nothing to see" though (no brand in the world wants people to say "nothing to see" about their brand, btw).
They publicly declared their pursuit of financial independence five years ago, when they arguably had more than enough money to be financially independent.
They then accepted several high value financial deals, and committed themselves to an expensive lifestyle. Their choice.
THEN they have launched themselves as philanthropists/charities/quasi-royals who are NOW launching products and doing commission links.
It's absolutely fine to want a billionaire lifestyle, to work to achieve it, and to do anything legal and ethical to achieve it.
What everyone is commenting on is whether they're doing things that are a) in keeping with their past statements about the environment, mental health etc and b) whether or not they're likely to succeed at the level they need to (because financial independence means living within your means, even if the means are relatively spectacular).
I think they'd have much smaller problems if they didn't need as much maintenance money. Then they could do similar activities without "the stink".
In this case, "the stink" is desperation to make the money they need. All her actions reek of it, which is not a very good look.
By contrast, VB has built up her fashion brand without worrying about the obvious Roland Mouret dress copycats and the lack of profit for years. Because she committed to it and didn't have "the stink" of desperation, and they could afford to wait it out. Incidentally, she also paid her staff really well as I recall.