This is squeezing money out of a dying service. That's all.
Hulu is, IIRC, mostly owned by Disney and on its way out. But it was always in an awkward place, without the critical mass of Netflix or some other giant tech/content ecosystem (Amazon, Apple, Disney and such) to push it. In hindsight, it’s kinda laughable that anyone thought it would last.
I'm always a bit dumbfounded how many people are apparently fine with this sort of thing. I wish this was obviously a death sentence or pr nightmare for the service but in practice it must not be for a lot of people, enough to make it worth attempting.