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It's market brand differentiation. Nothing more.
The first company to come up with it or be notable for doing it can claim to be "an industry leader" for something that doesn't even add to their product in a way that significantly affects the customer. It will however still slightly inflate their sales on a temporary basis.
The same kind of market brand differentiation goes on quite frequently in food products. At first there were only a few products "WITH ADDED CALCIUM", but eventually everything had "ADDED CALCIUM".
It's all about making something mundane slightly more novel. You can accomplish similar results by changing the packaging of the product, the labeling, or the presentation enough to make it seem "new" even though its contents are still the same.
So yes. It's basically snake oil.
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