I think they want to be able to pivot and add new services without having to retract how they previously labeled themselves. For instance, Optimizely has a web

I think they want to be able to pivot and add new services without having to retract how they previously labeled themselves. For instance, Optimizely has a website A/B testing tool. They also support smartphone app A/B testing, and I think some backend/server-side testing. If smart watches or VR take off, they'll probably try to support those as well. They also recently added automated content generation: I know they can generate product and page recommendations, and there may be other options as well. They're a relatively young company and probably aren't ready to be typecast as "website A/B testing," in case another offering really takes off.