QR codes are not meant for humans to read, they are meant for machines to read. Why do they want to make QR codes round or make them heart-shaped when they could just embrace the brutalist geometric QR code?
Marketing is all about trying to stand out. Lots of companies just slap a default QR on their product and call it a day. Other companies invest a little bit more time and effort to make their products slightly prettier than the competition. Maybe that will increase sales by 0.1%. At least they hope so.