Because there was arecent legislative push for allowing the IRS to do people's taxes for them for the majority of people, since the IRS already has the info to do so. The Tax industry pushes back against that, strongly, and one of the ways they do so is to note how the provide a service to do the taxes for free for people under a certain level of income (I believe as mandated by earlier legislation?). That they purposefully make it hard for people that qualify to find the free service has some bearing on the situation.