I find it strange because it seems to me that outside of their bread and butter products (Kagi Search, Assistant), there really isn't a business secret or proprietary technology to keep secret no? Perhaps integrated browser LLM tooling they don't want to give out for free.
Not too much speculation needed as to why: data collection which is then used to enhance both their Search and Assistant products + they can easily start pushing their search and assistant through the platform once adoption is high enough and people who are used to Orion will more easily be convinced to just fork up a little money for continued or slightly improved features/access