It's good marketing. It'll attract a lot of new players who wouldn't have paid for the beta anyway, and who might buy 1.0 when it comes out. And if it's not a time trial and they'll be abled to play 0.960 until the world ends who cares, they wouldn't have bought the game in the first place. Everyone who's saying this is a bad decision is thinking like record label executives, and we all know how the record industry is doing.
This way M&B is getting hundreds if not thousands of potential buyers, not to mention beta testers with no loss of money. This is the second best thing that could have happened, after getting a deal with Paradox of course.