Discord are streamlining the process that wasn't particularly complicated to begin with. I'm imagining someone went "wait, why aren't we getting a piece of that pie?", and this is what they arrived at: make fans and communities need to choose where they put their subscription money to, and hope that enough people decide that Discord is the central venue they experience a community.
For Twitch streamers, this might not be as successful as they'd like it to be, if there's more value associated with being a Twitch sub than a Discord sub. Streamers really need to be leaning hard on a Discord-specific product in order to justify a second (or well, primary) subscription, and I don't see a ton of people doing that.