Because taken at face value, that comment means that they should be offering customers as much money as they need to get all of the data that their customers want. After all, if a customer don't have enough money to pay for it, then they don't really have the ability to buy it, do they?
Unless there's a hardware component (say a physical key you need to insert into a slot on the side of the phone)
What about having to physically enter a passcode on the device's keypad? The locking itself can be in software, but that locking software can easily be hardcoded onto the silicon, and not something you can bypass with any software technique.