Cursus worst maken

HEMA ("HEMA is an international retail organization with over 290 stores in the Netherlands, more than 40 stores in Belgium and 3 in Germany") has started to offer online learning modules, that you can buy, well 'lease' actually (one year access, courses starting from as low as € 15).
Have you seen it? I've clicked through some or their 'proeflessen'. This is really crappy: pageturning all the way. But hey, it is still multimedia you know. They are using audio (at least in the Spanish language course that I tried).
Actually, this might seem crap, but then again: I am really wondered why HEMA is starting to offer these 'products'? If they do this, there must be a business case. I think that they are trying to compete with the traditional commercial offerings in the The Netherlands, such as LOI or NTI. Just as LOI is competing with the traditional HE institutions: they are offering 'traditional'bachelor programmes for some years now. So what's next?
My opinion is that the traditional HE institutions really could learn from these 'competitors' in the way they do their marketing and in the way in which they attract the adult learner etc. Companies as LOI, CIBIT or Nyenrode have lots of experience in the market for livelong learning (LLL). The close collaboration between Inholland and Nyenrode is not so strange as it may seem!