precursor to ... some larger strategy
OK ... what's the strategy? Seriously, I'm having a hard time envisioning. Are they aiming to expand the customer base? Are they looking to port the existing customer base from local machine to WAN? Are they thinking they'll be able to give it away free for a while, suck users in, then start charging in the belief once they're in, they'll pay to stay instead of bolting?
You've had an over-the-horizon view on web-based apps for years now. I suspect you can see something from your vantage point, I'm blind to. Do tell!