Which it specifically states when you sign up, "this is a retention tool." If you gave it away for family members immediately, I'd bet you have a higher take rate; making it a benefit of extended service, the government now gets something out of the deal.
I read an article they are changing it, but I think it should have been from the beginning is that it can be transferable to unborn children. I work with several women who want children after their Navy careers (20+ years), but are reasonably disgruntled that they can't (couldn't?) transfer it.