This type of move is often a signal that the internal effort is not going well, so upper management has decided to acqui-hire a team who (supposedly) knows how to do it properly.
And then in proper fashion, put the acquired under management of the in house team, so the acquired can be told how they are doing it wrong.
Amazon also acquired Whole Foods while expanding Amazon Fresh. It's easier to acquire a bunch of existing locations and customers than to bootstrap them.