If an independent company comes along that can reliably get students to equivalent GRE subject test scores in a hard science most quickly than the university itself does, the result could be many of the best students stop applying. Some would just take the nontraditional route, save a fortune, ace their GREs and apply as a graduate student. Others would take their tests as evidence of their skills and and go directly into industry.
Making this move now, before such a challenger exists seems like a "good" idea from the selfish perspective of universities.