The cynical side of me thinks its for profit, but then this is FindMyPast we are talking about and no its main rival 
And you don't think FindMyPast wants profits? This is the site that won't offer the option of a month's access ....
I was disappointed with the email, it didn't tell us anything we didn't already know. I would like to have some idea of the order in which they will release the regions, and a rough timescale. They are surely in a position to say, for instance, we are releasing London, then Birmingham, then Liverpool or whatever.