It's really to sell the public on the "no maintenance/low maintenance idea" just like newer cars. Briggs is banking on the fact that if you just add oil when it is low, the engine will still outlast the deck, which for most mowers is likely the case.
It seems like I remember seeing an analysis on the "no change" engines along these lines:
The "average" homeowner will probably mow around 40 times a year(once a week for the spring/summer/fall) and run the engine for about an hour every time they use it. That's 40 hours a year, which honestly is probably high(I'd guess a lot of people who spend an hour pushing have a yard big enough to consider a rider).
At the end of 10 years, the mower will have accumulated 400 hours give-or-take. Between the fairly high quality air filter used on the no-change engines and keeping the crankcase topped off with a quality oil, the estimated engine life is ~500 hours.
After 10 years, on a typical consumer grade mower, there's a decent chance the deck will be rotten, other parts will be worn out, and/or the typical owner will just be ready for something new by that point.
Even when I was mowing our yard with a $200 Wal-Mart mower with a no-oil-change engine(my wife bought it right after she bought the house we're in, which was about a year before I met her) I still changed the oil every year, but truth be told after ~4 years the deck was already getting a bit thin in spots(and I was pretty picky about cleaning it when I was done with it for the day). There wasn't a lot of steel there to begin with(so glad everything I use now is alloy). I don't know if it would have even made 10 years.
As to the OP's premise-it seems nutty to me, but at the same time their mower is probably getting fresher oil than 99% of the homeowner push mowers out there. Granted when I actually had to worry about changing mower oil(mine never gets intentionally changed now
, or perhaps you could say I constantly change it) I almost always just used whatever partial bottle I had from a car oil change and called it a day. Most of the time it was Mobil1 5W-30, although at least once I had VR1 20W-50 in it. That made for fun starting that fall...