The business model is more like a ponzi, as without fees, it has only the chance to survive if crypto goes up.
Maybe it is early to say, but there is a chance that Celsius has been built in this way intentionally, and it is a scam from the start.
Of course the users (costumers, investors) probably will sue the company in this case.
I have not heard about Celsius so far, so I do not have any personal experience with it. Maybe the owners have good reputation and good liability. I do not know. I am just loudly thinking about it.