Well.. They sell food, filters, and other equipment for aquariums. I'm sure they came up with it on their own.
The conversation went something like this:
Guy 1: "If we get them to feed 3x the amount the fish need then we sell 3x the food!"
Guy 2: "That's a great idea! How about this, we tell the idiots to change their filter pads every month as well!"
Guy 1: "Constantly cycling aquarium? That sounds like a perfect place for a bacterial bloom! Perfect to sell our water clarifiers to the loyal customers"
Guy 2: "You know, since they are feeding soo much with a constantly cycling aquarium they will have serious ammonia problems. Lets push an ammonia neutralizer on them too!"
Guy 3: "You are both evil bastards. Also geniuses!"