How else can they tell you about all the great deals and live streams they've been paid to promote? Won't anyone think of the ads?!?!

Ps, Blizzard did the same shit with their battle.net client when they removed the ability to pop out the friends list like 3 years ago (or centuries, it feels like), forcing you to use the client just to communicate with friends. All so they could blast you with advertisements to other services they provide.