The person who brought the tags has a lot of them, more than the 3 they donated to Zeus. If we replace the firmware, we have to do this for every device, which would be a lot of manual work (opening case, adding probes, flashing firmware, ...). This is even more work per device if you have to desolder the uC from the PCB and solder something else to it.
Reverse engineering the communication protocol is a lot of work, but only once. After that, you can talk to stock devices, without having to modify their hardware or software.
I also didn't find any datasheets for the e-ink display or how to control it, so here also the stock firmware can come in useful.
Aside from practical concerns, I won't lie, I also took this path because it's fun to do and I could practice hardware hacking.