It's all about marketing. Shimano is a huge company and this new line will be very successful. This new line of bottom fish tackle will sell like hotcakes. I do agree with ksong and mcgolfer that many jigs work just fine on the bottom. It's still hard to beat the old diamond jig. I normally just send down a live piggy and I'm finished with a limit in two drops.
I don't bottom fish very much and my wife very seldom gives me an order for fish. She loves to cook red snapper, and I always stop off on the ride back in the catch a couple for her. That keeps her off my back and quiet.
A quiet woman is a good woman. We all need our peace and quiet and a five minute stop for a few snapper gives me some nice quiet alone time. If they ever outlaw snapper, I'll just buy a salt water aquarium and grow them at home for her. It will be worth it.