Typical NPR arrogance. NPR would have no control over when a station airs the show and raising the price would probably mean some stations would drop it. It's a good show and it has its fans but it's not must-hear-radio.
Or, hell, partner with NPR in some way where they would promote it and run it on the NPR satellite channel and Urban View.
I think they view each other as competitors, not potential partners.