The data has some value in supporting that core product (as an additional data feed to sell a handful of enterprise clients, to support their fleet data research and possibly to enhance their FBO/charter products). I guess part of the appeal of ADS-B Exchange is that working in business aviation, an unfiltered dataset is a lot more useful to them than a filtered one like most of the commercial providers.
Still seems like a slightly odd acquisition, since they could have got the data beforehand relatively inexpensively and they'd probably get better feed coverage leaving it as an OS project and I do wonder how they'll manage privacy requests from some of their clients...