They're converting Studio into another storefront. The ability to render the content you buy from them is becoming its secondary purpose. The main goal is to make advertising to the users prominent and make purchasing seamless. They'll get more impulse buys than ever before. "Hey your scene has V7 and some ropes in it - click here to buy some chains, whip cream and a new S&M outfit which will be automatically installed and populated into your scene." That's where this is going. They could have done tons of things to fix how users install their content to achieve their purported goal of addressing all the "I can't find my stuff" support tickets they're whining about - integrating directly with the store isn't necessary for that.