Well it allows them the set prices on per-lead basis. I suppose it is a form of price discrimination. A lot of companies do it in the open and it seems to work

Well it allows them the set prices on per-lead basis. I suppose it is a form of price discrimination. A lot of companies do it in the open and it seems to work for them - Uber/Amazon/Expedia/Sears/etc. A lot of cloud companies are doing it as well where they charge exorbitant prices for "enterprise" grade service.