[robzyb]

Just for the sake of discussion: Are they opening up because they need to do this to survive? And they need to do this to survive because their products aren't as good as they used to be and they can't live in an enclosed environment?

[nicky0]

My guess is management just sees it as a sensible way forward. Lot of value from engaging more with outside world. (See also: Swift.) Previous management was a bit more secretive, the culture is changing under the new boss.

I don't think it's a "we have to do this to survive" situation, just a "this seems a good idea" situation.