They charge designers $X000 for a book or a set of paint chips with swatches of all the colors, so I assume they are trying to continue that revenue stream in a subscription-based way.
The one they got was more like $10k.
It's still quite a bit, but even the FHI chip books are under $1k. You have to be doing something a bit nuts like getting the full plastic chip carousels to get up into the thousands.