It is a pretty common practice for TM holders who don’t want to pay for the domain to try to gain access to it through a UDRP. This is not the first time and it won’t be the last. There are many companies out there that just won’t pay. The fact a domain goes into UDRP is a sign they probably will never purchase the domain either.
I think they gave it a shot hoping that because there was contact that would be enough to secure the domain. They failed. They will move on. They’ve managed for this long and many others do the same also. I think we tend to believe these companies really need our domains but in a lot of cases they can do without. Which is why greed should not become a factor when selling a domain name. You should have a price in mind and that’s it. That lottery ticket type of mindset doesn’t succeed.