What is even the point of scroll-jacking like this? Is there some SEO or monetization opportunity I don't get? Pretty much everyone (surely including the site o

What is even the point of scroll-jacking like this? Is there some SEO or monetization opportunity I don't get? Pretty much everyone (surely including the site owner?) who runs into weird chunky wrestling-an-oiled-pig scrolling like this is going to find it a crappy experience so there must be some compelling reason that I don't understand for its continuing existence.