I'm not sure how their partners are marketing the product but...

I'm not sure how their partners are marketing the product but perhaps they are offering a free trial that moves to monthly cost or something like that. Since its nominal per month like a dollar or so churn may not be high for piece of mind. May be DSE still charge the partner even for the free month and they wear it in the hope they sign up a user. Lots of different possibilities. Maybe some partners are just bundling the offer in for free too.

It's an integrated product so there won't be much user input. Probably done automatically and if a user needs to restore they press a button. So i think they'll be sticky even if they don't engage. Cloud everything is getting more. Back up and security isn't going anywhere and will be regulated more and more in certain industries, legal, professional services, medical, etc. Some thoughts anyway. I'm not concerned the user growth isn't genuine.