No doubt it's a money grab, but they farm it out to a 3rd party. I don't think TM has much to do with it, other than taking their cut.
They're quite explicit in that they don't cover lost/stolen tickets, change of plans, work obligations or most other reasons. They cover things like a death in the family, serious illness, loss of job, moving, etc. They even mention that you need to provide documentation of your illness, if that's the excuse you use. No mention of documentation requirements for the other things, but I wouldn't be surprised if they required it. I was just wondering how strictly they enforced it.