Yep, big pharma's in an all out war against safer, cheaper and usually more effective alternatives known as "supplements". Getting them outlawed as they tried already didn't sit well with the AARP and other important groups, so now they'll destroy the competition by assimilation.
Buy up the major distribtor/manufacturers and put the rest out of business with impossible to comply to regulations like the one you mention. Then as you also allude to, reduce any health benefit or efficacy of their supplement products leaving overprice dangerous pharmaceutical products as the consumers only efficacious alternative.