Market share. Same reason that Bank of America is patenting a cryptocurrency exchange system. What makes Poloniex so valuable is the quid quo pro with the SEC:
I reckon if Circle released a fully self branded altcoin exchange with all the plans they have for Poloniex tomorrow it would demolish most of the market shares out there.
Poloniex is widely despised these days and it's lost a lot of ground to places like Binance. It's old hat and not trusted in the way other places are, not because of dishonesty, just general catatonia. It will of course come back with this injection but Circle could've made a bigger splash and wound up with more custom with a fresh start.
But they'll know plenty more than I ever will about that type of thing.