Ask HN: Help Me Understand This Website Scam (Friends Business Site Cloned)

Hoping the community can help analyze a suspicious site that clones my friend's legitimate business.

    Nutripea (https://nutripea.com/) → Real company, real physical location.
    Norleaf Food (https://norleaffood.com/) → Clone of Nutripea’s website, no physical location, questionable intent.

A few things stand out:

    -The source code of Norleaf Food is nearly identical to Nutripea’s, including Nutripea’s Google Analytics ID.
    -In some places, they forgot to change Nutripea’s physical address, suggesting a careless copy-paste job.
    -The Wayback Machine shows Norleaf Food first appeared a few years ago, then disappeared, and now it’s back.
    -The contact form on Norleaf Food is slightly modified and submits data to FormCarry (a form submission service).

I’ve tried emailing Norleaf, but no response. I’m wondering:

    What could be the purpose of cloning this site?
    Does anything in the source code hint at their intent?
    Has anyone seen similar scams before, and what’s the endgame?