Serious question: What is the benefit of having big pictures stack instead of scroll? The Aesop video has big images that dont move, but get covered up by text

Serious question: What is the benefit of having big pictures stack instead of scroll? The Aesop video has big images that dont move, but get covered up by text as you scroll. I've seen this in other websites. What is the advantage? I find it makes me lose my place on a page, but that's just me. Wondering if there's any usability research behind the stacked images effect.