They have since made their pages discoverable by search engines and have denied that it was intentional obfuscation. But the news in TFA is that apparently someone at (or formerly at) H&R leaked internal documents with explicit guidance:
> “Do not send clients to this Web Site unless they are specifically calling about the Free File program,” the guidance states, referring to the site with the company’s free option. “We want to send users to our paid products before the free product, if at all possible.”
(there's also interviews with former employees recalling meetings)
This is all "news" because Congress is considering a bipartisan tax reform bill that includes a law that would block the IRS from creating its own official Free File program. Senator Ron Wyden, the bill's co-sponsor, is now having second thoughts [0] and yesterday, NY Gov. Cuomo ordered a state investigation into the tax prep companies [1].
[0] https://www.huffpost.com/entry/taxpayer-first-act-free-file_...
[1] https://www.governor.ny.gov/news/governor-cuomo-calls-depart...
edit: changed "permanently block" to "block"