Maybe it's because it creates an obligation for them to continue the service for a reasonable amount of time.
They might struggle to get people to sign up when there is doubt about the service surviving. But that cat is already out of the bag, and as I alluded to earlier they could also play this to their advantage (charging now is not a money-grab, it's simply a matter of keeping a valuable service viable).
This is a bit of a harsh thing to say... but is it possible they were not able to find a business model due to lack of trying?