Curious: why is TiVo doing the current $99 lifetime transfer deal for Series 2 and 3 current users?

I'm always curious about the underlying motivations for people and businesses--any thoughts as to why TiVo decided to run its current promotion to transfer lifetime subscriptions for $99 for current (March 28, 2016 to March 28, 2017) TiVo Series 2 and 3 users, with the purchase from it of a new Bolt?

Goodwill/a loyalty reward? To get a current profit bump in the sale of Bolts? To stimulate TiVo buzz and recognition? To clear away older boxes, for current or future technology changes...

Curious: why is TiVo doing the current $99 lifetime transfer deal for Series 2 and 3 current users?

Curious: why is TiVo doing the current $99 lifetime transfer deal for Series 2 and 3 current users?