I'm Czech, and a long time user of Mapy.cz / Mapy.com. Monetization of Mapy.com has been a question for some time. It's part of the Seznam conglomerate, which makes most of its money through various news sites (including a TV channel) and an ad platform. Other "side projects" of Seznam, like their e-mail service, serve as drivers for their homepage and stay completely free. Mapy.cz contained affiliate Booking.com links for some time, but recently they added a paid subscription and moved the ability to download offline maps for more than two countries at a time behind a paywall. It seems that they are just now trying to figure out a more sustainable way to monetize, and everyone is hoping they won't destroy the great app in the process.
Mapy.cz was profitable before, they have practical monopoly on Czech market due shop data (opening hours, menus, user reviews). Recent monetization is just squeeze.
Btw hiking data are a bit obsolete for other countries. They have fork from OSM that is a few years behind.
That's not my experience at all, for shops and restaurants (opening hours, menus, photos, ratings) I always need to use Google Maps. And even then, a "practical monopoly" does not mean anything unless you monetize it...
