about revenue, there are so many valuable directions this can go. It could undercut competitors in ways they cannot sufficiently respond to. (google responding in kind would leave them less reason to not add encrypted storage for drive) By stabilizing this platform they can start to build new privacy-enhancing apps on top. Calendar, contacts, etc. With more dependency on the platform, they will find areas where more storage, longer retention, will be income generating.
privacy may be the only frontier that can displace google,apple,microsoft.