It gives them excuse to dark pattern people in to a higher subscription tier, also shareholder want to see them selling AI products, and they want to keep their share price high because the decision makers are all payed based on market cap.
Shareholders want to see them selling AI products because they also have stock in Nvidia. More AI products, more demand for data centers, more demand for Nvidia chips. Everyone else pays more for less so people who live on investments can fund a lavish lifestyle.