[jwdunne]

There's a chance that's there because some split test showed it increases conversions to their (presumably) more lucrative business payment plan.

Probably got tests running to see what exactly keeps people around when they get onto the plan.

When you've got that many users, I think it becomes norm. I remember a funny story about how Google tested hundreds of shades of blue to see which exact shade lifted click through rates the most. The standard default blue won.

I can't agree that the impact on UX is worthwhile in the long run but I can see how such things can be attractive when you haven't got the, I dunno the right word for it, "clout" to look past the immediate bottom line like Amazon or Apple had when people were betting on them.