Why isn't Lego Marvel Super Heroes backwards compatible

Okay, so I have Lego Marvel Super Heroes for my Xbox 360 (physical disc). The game is also available on Xbox One as physical disc and download. Why, isn't this game backwards compatible? Surely the Xbox 360 disc should allow unlocking playing the downloadable native version? So it can't be a technical limitation, it's just a financial decision they've made?

Thoughts or opinions?

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