While being niche, I don't think their service was overly popular. I never heard anyone mention them besides myself in the last two years since they launched. I think this is probably an attempt to generate revenue on a service that absolutely should be making money. It's probably one of these scenarios where if a product is free, people won't use it, because it has no value, but if they're charging for it, then it must be good. They're probably just trying a new business model. It's tough out there when most expect things for free today. That said, I hope they have a free trial for potential customers.