My sense is they want to keep it a premium feature for market segmentation and cost-recovery reasons. They need to recover their capex, and they can't do it by giving the service for free.
Until they have recovered their capex, it makes sense to reserve it for the customers who are actually paying for it. Eventually this should trickle down to the wider user base, but I don't see it at the outset.
Like it or not, Gomo is still budget - perhaps "Premium Budget", but still not their mainstream service as it does not carry their branding.