VR popularity grows substantially.
VR market is going to explode with tons of new products in Q1 2016 (an assumption based on actual product announcements) .
VR movies (360 x 180) take at least x6 more than regular ones (less than 120 x 90 ).
Some VR products and solutions will have to use 265, without major improvements of the infrastructures.
Hence 265 becomes an enabler, and the license price vs. storage volume & network price begins to sound like a reasonable trade-off.
Hence the draconian licensing terms.
Just because they can.