>>83685853They want closer control, communication, and data.
They could use their site for this, but people generally don't give websites a spot on their home screen or allow them to push notifications, so people may not engage as frequently.
I'll be the first to admit that it is mostly to signal to investors that they can corral their customers into something they actually own, though. Nintendo figured out they didn't need Miiverse, but social media is almost Cover's entire business.
