| Lifescan (J&J) implies they do not want any company or person from making money by creating a product better than their own software or better than the companies that have licensed the protocol from them.
Thus, by forcing a license in order to download the data, they can control who makes any potential money.
Off topic, but related -- CVS Pharmacy, for example, has in their privacy/usage policy that anyone who prints photos through their company must adhere to their rules of allowing CVS to use the said photos, license-free, in any medium that they desire. People don't protest such policies, so it allows them to get away with what they want -- until people protest loudly enough. | 
