This looks like something they know it is going to happen and so they're trying to secure as much (enemy's) ammunition as they can. Somebody who follows their other moves may know more which would fit this new domains related activity.
It's like when you're going into the war, being aware of the fact you're the one causing it, knowing you're going after resources which mean money. Before you jump into it, you prepare well from all perspectives you could think of.
Today's capitalism is about capitalizing on the work of others. Not much different then feudalism. It just has some strong gloves on its hands.
Most of the companies (read owners) would be the happiest if they would have people work for free. Oh, is that called slavery?
No, I'm not union guy, I believe that many unions today are just another type of corp being there for somebody's profit.
Just like some non-profit organizations being there to collect money for researches that they don't want to find the cure - ever.
All this has gone just too far. Or I'm mistaking as it has always been like this, for thousands of years.
Technically, I agree with folks that said this company will not achieve much or anything with this.