No, it's been done to prove the point on a Wise Facebook group. When you think of it, it's no different from the bank's point of view as you withdrawing at an ATM in the UK, USA, Eurozone etc, or purchasing a service in these areas. They're pleased to facilitate it as it makes them money in charges.
I've not thought it all through but it could also be that Wise is not transferring money out of Thailand (that's not their MO) but just taking payment for their service within Thailand and using their funds elsewhere to finalise the deal, but I think it's the former scenario (like an overseas purchase) as the guy got charged transaction fees by BBL.