.bit to its core is a set of smart contracts on blockchains, but as a product, it comes with a strong ecosystem.
They provide interfaces for users to register/manage/trade .bit. Their role in the .bit ecosystem is just like GoDaddy in the internet domain ecosystem.
They provide all kinds of data about .bit for users to track the performance of .bit.
They provide trading platforms for .bit users.
They integrate .bit to better serve their customers. Some of the apps are even born for .bit.