It's trying to make customers happy.

I needed a scheduling solution that let me tweak a bunch of knobs regarding when I was available, for what, how much that cost, how that payment could be processed, my team, different locations, how full to book me, which notifications to send to whom and when, which data I needed to gather for each type of appointment or package of appointments, and, and, and, and before you know it I've given the developer 5 years worth of feature requests, and I'm just one of their customers.