p.2 #1 · Sigma announces fee-based Mount Conversion Service
I think it is great marketing - reducing the apparent risk to the purchaser. I doubt there will be a huge amount of people shifting mounts, but I think it will give the consumer a feeling of safety, as does the extended guarantee.
"So, do you want this $4,000 Otus and can't change your mind? Or this $ Art with extended guarantee, and no problem if you change bodies?"