It's just a loss leader for getting together a mailing list of extremely gullible suckers willing to relinquish their personal biometric details and have their privacy violated.

Just like those shady companies in the '70s that sold inexpensive mail order nostril hair clippers in the backs of magazines. Selling nostril hair clippers wasn't the point. They actually made their money by selling the mailing list of stupid people vain and gullible enough to buy nostril hair clippers out of the back of a magazine, which was extremely valuable for marketing other useless junk.