I meant to mention this in my earlier post about Free File, but ... So here it is now.
Seems the IRS Web page that lists this year's participants (click here then "start now" at the bottom) is making sure each gets its day in the spotlight, or at least at the top of the list. Every time I've gone back to the page, either to make sure the link works if I'm including it in a story or posting or to count and see if other preparers have come on board (not yet; still holding at 17), the list order has changed and a different company shows up first.
A tried-and-true marketing maneuver, not to mention a way to keep everyone playing well with each other. Everyone gets to spend some time at the top, more attractive to folks who can't be bothered to scroll through the whole page.