This rings some vague bells from a long time ago. I think the deal was that FT arranged with a print on demand place to be able to buy a license for an image only when they actually get an order - versus paying for an extended license up front to be able to do print on demand.
There was quite a bit of back and forth over whether it was OK to be able to do print on demand without an extended license, but perhaps someone who recalls the details can add to this.