Don't read this free article on LuLa. I will summarize it for you.
We think prints and printing are super important, they're what photography is really all about. Here are some pictures of printers and some other pictures of old dudes plugging books about printing, and did you know than Epson uses blue tape to secure their printers for shipping, while Canon uses orange?
I am exaggerating, at most, very slightly. This is a gee whiz gear post.
My guess is that Lula's deal with Phase One has gotten a lot less lucrative, and they're pivoting to try to become the site with the great info on how to spend as much money and effort as possible printing your pictures. It's certainly an underserved niche.
Good luck with that, boys.