For when part of the herb that's loaded in your pipe doesn't get ignited by capillary action and you need to put the flame directly to it to get it to ignite. Since you're trying to manipulate the position of the flame it's easier for your fingers to get in the way. It's more of an edge case and you can just get better at using a normal lighter, so I'd say this is just for viral marketing if it's real

edit: and djeep lighters are better for this anyway