To keep the non-technophiles occupied while they wait for their external device to be detected, and to soothe them by giving them something to do (repeatedly) to "speed up" their ageing computer.
Looking forward to the government-mandated Windows update cache servers implemented by every ISP. I'm sure surveillance agencies are thrilled at this decision.
One look at the current BBC tech news feed[1] shows a few such disappointing titles.
"VIDEO: Is this the end of ads on mobiles?" "Are we addicted to technology?"
1: http://feeds.bbci.co.uk/news/technology/rss.xml