Smartphone makers are setting up self-repair services with iFixit, but why?

Samsung and Google announced last month that they will set up self-repair services in partnership with repair site iFixit. Why do they come up with this service and why do they work with iFixit for it?

It looks like 2022 will be the year of smartphone self-repair services. Last year Apple already announced that consumers will be able to repair their own iPhones and Samsung came along a few weeks ago. Google has also decided to make self-repair possible. Motorola already did that a few years ago, but seems to have stopped doing that.