I know that it have been stated that they(msft) licensed the technology. The Product of Microsoft Azure shows nowhere in the fins as this is not an ongoing monthly payment type of sale. This technology is purchased in quantities than can take a month or a year to use up at which time the business would purchase additional uses. A bank for example, may purchase one million uses and not need any more until that is used up. The use of this technology for, say one of their customers, would not necessarily be needed every time a person logged into their account. However, if the customer was to do something unusual, out of the normal routine, this could and would trigger an additional verification, and in this way protect his account.
Microsoft spends a lot on launching technology:
https://washingtontechnology.com/articles/201...ments.aspx