There's a famous saying in Fintech, you make money either by bundling or BNPL; $AFRM has the first mover advantage and a very lucrative deal with $SHOP where $SHOP has skin in the game to make $AFRM successful.
Also, their non $PTON user base is increasing really strongly! I believe they're going to be a market leader in the long term.
Like $AAPL getting into credit cards did not killed $AXP ; it will not kill $AFRM either by getting into BNPL.