I think they didn't intend for the bluetooth protocol to be reverse engineered. The free version of the software you really can't do much (limited colors, tools). I believe they also have some clip-art that they make available with the subscription. It's pretty bad.
It's maybe different business units. I have a couple industrial label printers from Brother, and although some of the software decisions are weird, there's no subscriptions or stuff like that.
I wonder if we might actually see an uptick in sales for hardware that has bad/abusive software out of the box... I hadn't really considered getting an embroidery machine, but now the idea actually seems sort of intriguing, esp. if it isn't locked to some terrible subscription. I doubt the manufacturers will connect the dots, but maybe if they ask Claude why sales are up...