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It establishes IdenTrust as a more influential leader of SSL certificates on the Web. There are other ways CAs can make money, and this extra publicity will probably serve them well.

IdenTrust is an interesting organization. IdenTrust is a bank consortium acting as a public key certificate authority and secure applications provider whose members include over 60 of the largest banks in the world. John Sculley has been IdenTrust's chairman since 2006.

https://en.wikipedia.org/wiki/IdenTrust

Maybe they are just being nice.

Prisoner's dilemma?