I think they realized some people these days don't always want to talk to another person to order service (especially the younger generation) so having the option to just click and order online really pays off...even if you don't really get the opportunity to get any promotion or deal out of it.
Works the other way too, customers waiting on hold will be informed that they can make changes online. Can see cv using this so they don't have to talk to people and negotiate deals.
