My guess is that is has to do with IKEA's improving smart home trend [0]. I like the fact that the work with all three major platforms so I don't necessarily have to be all in on one if I decide to switch in a couple of years: "Trådfri [has] compatibility across Apple HomeKit, Alexa, and Google Assistant".
[0] - https://www.wired.com/story/ikea-fyrtur-smart-blinds/