What the fuck is that?!

In regards to the topic at hand, I honestly can't come up with a single logical reason why Square would do this. Is there anything to be gained from taking this course of action? The only thing I can think of is that maybe they got paid an assload by a few cellphone companies for exclusivity right to this game. But does that really negate the production costs and bad press that Square is undoubtedly going to have to manage as a result of this decision? Maybe there's some huge killer application for this game that has yet to be revealed. Personally, though, I doubt the possibility of that notion very much.