[tootie]

I don't think that really is what OP is asking. The simple answer is that people are very fearful and confused over finances and Intuit offers tools to manage it. And they likely found very high conversion rates by offering these services midway through a very stressful process. Having a company with a strong public reputation offer services to protect your finances is likely very appealing.

I think it's also unfair to say the only standing between us and free file is lobbying. Lobbying doesn't set policy. Congress can still do whatever they want. And it's not like Intuit is keeping free file secret. The IRS hasn't built it. Doing so would cost money, create new bureaucracy and likely face a distrustful public who would rather pay a company then trust the IRS.