It doesn't matter how it's justified or labelled. Whether in a corporate setting or otherwise. If someone has an idea (that they have probably worked to come up with and communicate), and you take credit for that it is theft. Depriving someone of their property for pecuniary or other advantage. Where I come from, that's a criminal offence.
The Lawful owners and inventors of the IP and service announced by Huf (Hülsbeck & Fürst) here -