I have no idea why a tournament would try to run their own website and scoreboard. The ATP offers the service...plus other firms like EDH have technology that actually functions. If they want a really good site they could go to IBM who does the 4 grand slams and has a great scoreboard.
It all comes down to money and how much does your budget allow to spend on this. IBM don't do this for free.
Believe me, the technology is not that expensive. This tournament has $1M in prize money...it isn't some rinky dink Challenger with no sponsors.
It all comes down to their focus...they are totally focused on the "on site experience" rather than supporting the entire ATP Tour from all channels (onsite, web, and TV). Frankly, 95% of tennis fans are not at each site...but the ATP/tennis in general does little to promote the tour and support the general fan who follows the tour each week. The new US Open Series is a good step in the USA to provide weekend TV coverage but there are an increasing number of fans who want web access (almost everyone is comfortable with the web these days).
This tournament is a great example of what is wrong with tennis...