What gets me is the long-term wear and tear it prevents. I bet @murray.cora's crew would stop joking if they saw how much less strain it puts on your gear over a full season. That heat breaks down material fast, and anything that slows that down pays for itself.
Oh man, I called it a gimmick too until I tried it! My crew still gives me grief for how wrong I was. It honestly makes the whole job feel less like a fight.