Excuse my direct language, I should've phrased it more clearly as a thoughtful guess. Seems like an obvious bet too.
At some point in the past they hadn't broken into the phone market, or had a music store, right? Think of it a bit like how Google created AdWords/AdSense alongside their search engine.
I got a 4s the other day and outside of the US at this point, Siri is pretty basic. Can't ask for directions. Can't find a business. Too many things get directed to a basic web search which I could've pulled up myself in the time being. Didn't take too long to realise how quickly they could monetise the experience my charging for third-party involvement, for data, etc. "When's the next SportsTeam game?" "April 1, do you need tickets?"
Apple is a company. They're there to make money. I can't see how they could not take that route if they handled it very carefully.
In the future, they will sell analytics, access to be included and potentially ads.