Ann: Aerometrex Announces Material Off-The-Shelf Data Sale, page-17

I suspect there are a lot of businesses thinking about the bottom line at the moment.
Being front of mind can be bad in this situation - existing customers with bill-shock are motivated to ask "who's costing me so much? And who else is out there?"

The self service of data means trialling AMX requires a credit card and a very small fee, no stuffing around with contracts, NDAs, etc until you have done the math, seen the product, etc.

Then you have the decision makers at small to medium enterprises who have been burnt by NEA, done the research and change jobs within the industry - chances are they are going to recommend AMX going forward.

Once someone has swapped over for these reasons, you need to do a lot to make "more expensive, more painful to deal with" the better choice for former customers.
I would suggest some of these large off the shelf contracts are driven by exactly this mindset.