To steelman their use case, Bambu has marketed themselves as the most approachable way to get into 3D printing. In addition to their low prices, that includes ease of setup, and ease of going from a model on their website to a physical object in your hand. If you're already getting the model from their website (and realistically, the overwhelming majority of 3d prints are downloaded), then having their online software ecosystem handle everything for you just reinforces that approachability.

But realistically, because if they control how you use your machine, they can start skimming profit off of those digital services every time you print something. That's only works if they have control over how you use the machine in your house.

To outward appearances, they seem to be trying to recreate the printer ink/razor blade business model on 3d printers. https://en.wikipedia.org/wiki/Razor-and-blades_model#Printer...

The RFID reading of their Bambu brand filament spools sure is convenient... for now. Give it a few more years and you might not be able to print non-bambu filament. The hardware side is fully equipped for this bullshit, just takes one more braindamaged MBA to have a Great Idea