I think the idea is that it just doesn't make a mess, but it might also have advantages refreezing from a semi-thawed state. Might have positive implications for shipping/distribution where a crate of ice cream sits at a loading dock for just a wee bit too much time before making it into freezers.
It also has commercial disadvantages though, such as the fact that even if it never gets warm, I'll be too grossed out just by the thought of what it's like when it warms up that I'll never buy any.
