Scam mercenery. Possibly. Looks very much like to me. I wrote quite a bit but the system brands my review as 'unfit language' to paraphrase and won't allow it.
I think it is essentially 'false flag' marketing, to coin a phrase, possibly. They sneak in under guise of non-profit and do-gooding and 'allow' schools to 'participate' and then use that school association to claim govt and education dept approval and involvement. Making themselves quasi govt and sucking parents in.
That's my last attempt at a post. If this doesn't work I'll give up on the site.