Advanced honeypots are security by obscurity as they assume that the attacker is behaving like an attacker, and that users behave like users.
Attackers these days hide in plain sight, and explore the network using the same hosts, methods, credentials, applications and queries that normal users use. Hidden canaries and activity tracking on every host are effective tripwires and provide a way to learn and reports abnormal behaviour. Deploying multiple fake honeypots that do this in obscured ways may be more effective in some situations, but it really depends on what the attacker expects, and how carefully they tread.
Clearly Illusive is focusing a sales spiel and isn't keen to spend any time working with big FinTech companies to map out what is good and bad traffic across all those segments prior to them spending money on some (no doubt dirt-cheap) roll-out of their 'honied-up hosts'. After all, such networks are already compromised, not to mention full of more tangible, internal threats (employees and contractors).
Ironically, FintTech companies have their design and architecture already mapped out and controlled, and need to understand they are very good candidates to collect and report such heuristics- indeed they are closer than almost any other organisation. It's just that they also have so many formalities and gatekeepers that they so often end in failure.
Illusive are onto a method that delivers a most effective way to invite management to an particular approach which 'just happens' to demand investment up-front and demand on-going loyalty from every engagement.
Buyers as always, beware ;-)