The benefit is (a) to the user, who has a better understanding of the product's utility and a more enjoyable experience when using it; and (b) to the business,

The benefit is (a) to the user, who has a better understanding of the product's utility and a more enjoyable experience when using it; and (b) to the business, as their users will use it more and tell others about it if they have a pleasing experience. The human reward system is a real thing, and activating it can significantly improve the user's connection to the product, and increase their propensity to keep using it and to recommend it to others. I know the author of this post - he worked for my startup 6-8 years ago. He's not a "daydreaming" designer; he thinks very deeply about both user needs/preferences and business outcomes. It's the style of thinking that has long given Apple its design edge. Some dismiss it as frivolous, but that overlooks the real utility it provides. Sure, not everyone responds to it; human cognition and emotion is diverse. But for the kind of user this product is aimed at, it works really well.