Clif,
Heartland seems to be having a measure of success in the marketplace. Perhaps there's a reason or two for this practice that's just not obvious.
For example, if another company wanted to reach a re-marketing or private label agreement with Heartland, it would be easy to restructure the offering to suit the 3rd party and maintain a differentiation in the marketplace.
There's also an industry practice where prices are advertised "starting at..." If Heartland didn't do the same thing as the competition, their prices might stand out as much higher than the competitor prices.
Heartland hasn't shared any of their reasoning with me. But when I see things like this, I often find myself wondering why a particular practice has been instituted. Sometimes I can imagine possible reasons that seem to make sense. Sometimes not.