I suspect this moved by them as a deliberate attempt to steal users private details (identify), first they made the airdrop looks so simple and easy thereby deceiving numerous customers into believing they would get free $25 after they have trapped their victim, they then introduce kyc to steal their identity.
I checked in blockchain.info and now they are asking for doing camera appearance to do KYC they do not accept uploading of documents now, this is very risky, but we cannot blame people some of these wants easy money without thinking of the consequences.