I must not understand the business model, or there is extra puffery in the article. I know that it will sound harsh, but I can't figure out a soft way of saying, "WTF?".

You say WP-Forms has a supposedly superior product, the other one is going to likely die, at which time people will migrate to other solutions, and WPForms is a viable successor for them. Seems straightforward enough.

But if they simply offer the customers a viable migration tool, which they can offer pretty much to anyone without the original's help (albeit more easily done), people will migrate anyway. Why pay someone to steal their customers that will likely come their way for free anyway?

There are only three reasons I can see to do that, none of which are addressed by this reporting / press release:

a. The math of "planned migration and brand transfer" indicates a much higher conversion rate to the tool with knock-on bumps to the paid features (i.e. the incrementality of the planned migration of the existing base over happenstance migration pays off quicker), but that only makes sense if they're not really a superior product but only just one more plug in in a sea of offerings;

b. They need to fight off or avoid possibly creating another competitor if someone else buys it; or,

c. They really need this competitor to die, and euthanasia is less chaotic to the market than spasmodic death throes.

Or are there are other things being transferred in the all-cash deal? Colour me confused, but I certainly wouldn't transfer to the new app without more explanation of what they get out of it, and in fact, I'm now highly suspicious in a conspiracy sort of way!

P.