Airlines are getting more creative in getting people to pay more for additional flexibility. Instead of all or none (refundable, non-refundable) they are offering a middle ground at a middle price point. Its more expensive than non-refundable and cheaper than fully refundable.
It pretty common in some of the foreign flag carriers which may have even more tiers. No changes, changes with penalty, refund with penalty and refund no penalty.
Similar is going on over on the AA side with their Choice and choice plus packages waiving change fee for a slightly more affordable upcharge. You will see more as IATA resolution 787 comes online