It's a move to block competitor AI agents while securing access for your own, classic ladder kick. The market for autonomous agents providing services and doing online work will be gigantic so, unless you want your own bots locked out from ie properties guarded by Amazon, CloudFlare, Microsoft etc., you will need a bargaining chip.
As someone that uses AI agents, this makes me want to install a browser plugin for "public windows" that just archives everything I see, and then farms out clicks of content that are missing from those sites.
The result of this would be to upload it all to a bot-friendly alternative to archive.org.