It makes sense, this way they get a piece of the pie but can still profit in a manufacturing segment that has to buy from the same servo and chips manufacturers that everyone else buys from.
My whole PC and flat screen solution gives me their entire gauge set with all their functionality for the cost of just one of their gauges and a controller.
When my system is done I think I see a good market for selling it to other people who want a nice PC component based solution that can tap into their ECU and/or data collector.