They usually choose a subset of customers to try UI changes on before rolling it out to everyone. This way they can estimate the general reaction before committing to it. They probably also have a dozen different layouts and text for this dialog that they are testing to see what makes people most likely to click yes. Its all just statistics to them.

The USGS has a much better article.

https://www.usgs.gov/news/featured-story/potential-geologic-hydrogen-next-generation-energy

It does sound promising, but it looks like there is a fair amount of work to make it economically viable.