Cancelling interview at last minute

I have an interview tomorrow at 10 am, it was arranged on Friday. The recruiter sent through some links to research in prep of the interview. After doing my research and now knowing more about the company, I’ve established I won’t fit in/ it’s not the company for me. I had done research before but I didn’t find this specific article (that the company wrote) which drew me to conclude it wouldn’t work.

What’s the best way to say this without sounding offensive? The company isn’t for me so I’m not looking to rearrange or expect to be their good books but I want to be respectful out of politeness.