It's just goofy. That bar has internal routing, so somewhere up near the end there's another hole to run the housing into. You could have put an aero lever up near the end and run the cable entirely out of view, even with bare metal bars. If they'd do the sensible thing and wrap those bars, then aero levers would hide the cable entirely, without having to use a weaker internal routing bar.

It's just stupid to use any sort of equipment designed to have hidden cable routing, then run a big loop of cable out at the end. Also, that lever is tiny, probably uncomfortable to use, a cross lever, and incredibly overpriced.