Don't let the prose fool you. They're doing this because what they did before was in violation and the walls were closing in.
This reminds me of supermarkets in Germany loudly announcing that they would abandon plastic bags to save the environment ... a few weeks before legislation came into effect banning them from selling plastic bags.
Why wait until you're potentially facing fines if you can move slightly ahead and sell it as a voluntary good thing you do for your users/customers?
