The selling point of Grate-it-fresh is that a consumer can grate their own cheese, straight out of the package. The idea is that it's the act of grating the cheese that affects the quality of the product. As Adam the Intern wrote in that e-mail, "It's kind of like bringing that authentic Italian restaurant feeling home to the family."
There's probably some kind of genius going on here. It's the logical step between cheese and pre-packaged grated cheese, possibly for those only vaguely aware of the relationship between the two.