It could be simply that someone wants to own the movie, and they ideally want it in a steelbook. So, here's that chance.
I fall in that category myself. I do want to own the movie, and I did want a steelbook wrapped around it, sadly though the artwork is (like many releases) bloody awful. So what choice do I have? Not buy a film I want? Not buy the steelbook version which I want? Or buy it, accepting that it's not as nice as I was hoping it would be?
There are 1000's of releases with terrible artwork that I haven't bought, the reason though being that I don't want those movies. There have been a few I have bought even though the steelbook leaves a lot to be desired (Batman: The Movie, Iron Man 3, The Punisher (both versions)) because I want those movies in steelbooks. It's just a shame the steelbooks weren't as I hoped.