while weird at first, I am reminded on the agencies focused on matching people with jobs. It's a bit similar I think! Reminds me a bit of the movie "the lobster"
It’s got a bias a little bit off the “isolated and not engaging” demographic they are aiming at since people who engage the services of these people tend to be trying to engage… but by heavily subsidising it they may be able to expand the audience for the services and get more of target demographic to make use of the subsidised services.