There are two reasons that people recommend ipsative measures for selection. The first is a misbelief that they are less resistant to faking and therefore produce more valid results. The second is that marketing is fundamentally about having a point of difference.
People still continue to overweigh, and therefore over pay, for personality tests. Business leaders still continue to be caught up in the cult of personality and believe that there is a huge array of differences between various measures when they amount to the same thing.