I would assume that they are attempting to get more folks to sign up. Florists that are FTD members, but only have a TF site would now be eligable.
Thing I see, wehn looking over this site, is thousands of FOL sites...many of which will still be there once the time to pay up comes along, and most of the florists will not even know they are there...
Not only are these sites themselves expensive...but so is $15.00 per month for being listed in the directory. There are much more viable options available.