Money Making Gimmick?

When your ATM card expires, as decided by Capitec, they put the financial burden on their client to replace the card. Note that the client did not lose the card, neither broke it, card was not chewed by a dog. It expired. Still in perfectly good, usable conditions and yet Capitec forces their client to pay R66.00 (this is the fee as on 30 July 2018 but seems as if it increases often) for a replacement card. My card from another bank is valid indefinitely. What would the reason be for an expiry date on an ATM card and then charging the client for a replacement card?