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I think the police is mostly playing a PR game and/or amusing themselves. The idea of ratting on a competitor is simple enough to occur to drug dealers "naturally" :-)
Also note that this is not quite a PD where defecting gives you a low-risk slightly positive outcome. Becoming a police informer is... frowned upon on the street and is actually a high-risk move, usually taken to avoid a really bad outcome.
I would expect that it is slightly more than a PR stunt; it seems to me that most of the people who will use this 'service' are disgruntled citizens with no direct connection to the drug trade. Anyone who wants to accuse someone of trading in drugs now has an easy, anonymous, officially sanctioned way to do so, and clear instruction as to what information is most useful -- without having to ask!
I suspect that framing it as "drug dealers backstabbing drug dealers" is just a publicly acceptable way to introduce a snitching program that would otherwise be frowned upon by many.