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Not to come off as being snarky, but I'd think the most plausible scenario is simply to get money out of people who would use the free version given the opportunity.  With the licensing structure for the main program, this doesn't come as a surprise in the slightest.  A one-time fee doesn't seem sustainable over the long-haul to me.  Also, with movies on disc slowly fading away, I'd think additional revenue streams would be high on the list.

I wish I had a better answer, but I'm going to have to go with the obvious and guess "to make more money".