Re: GAW ZenCloud ZenPool Hashlet - does it really exist? ALWAYS MAKE MONEY :-)

how do they plan to make money, at least in theory

The best I can suggest is question #2 in the OP:

2) Q: How does ZenPool achieve its Scrypt profitability? A: Unknown.

Suggested possibilities include supplemental sources of income such as mining Scrypt-N, daytrading, and private rentals, confirmed in e-mails between some forum members and GAW CEO.
https://bitcointalk.org/index.php?topic=720844.msg8601489#msg8601489
https://bitcointalk.org/index.php?topic=720844.msg8587832#msg8587832