Does anyone have any ideas why they haven't stated what this...

Does anyone have any ideas why they haven't stated what this adds to the ARR? It's a bit out of character from recent announcements.

I have two theories, but they're just that, theories. 

1) They're getting so close to $6M ARR that they're keeping it under wraps until they hit the magic number.

2) To get their foot in the door with both this company and this sector, they virtually gave this away but plan to charge (or charge more) when renewed or for add on sites, and/or think they'll benefit from using it as a reference site when prospecting other companies.

Any thoughts anyone?