Because I don't actually see the need for anyone without a pressing need for such a meter and therefore getting them free on prescription, to continue spending that amount of money for strips when there are other choices of reliable and accurate meter and strips they can obtain more economically.
Of course I'd rather everyone be able to get meters and strips on prescription but that's not likely to happen and whilst some of us had or still have well paid jobs and can afford to spend whatever we wish to on such things I am fully aware that an awful lot more people these days don't have that much cash to spend on things that aren't strictly necessary. Hence, seems common sense to me to seek a cheaper alternative to do the same job.
I doubt very much indeed whether ANY newly diagnosed UK resident would be supplied with a Roche meter using these strips from early this year if not before that.