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I'm pretty sure it's primarily publisher-driven, specifically to attach a big name to a small- or no-name in order to drive sales. Don't forget, far too much of the public will stop cover-surfing after they see the famous name or character in 50-point type on the cover, and won't even realize they've bought someone else's work until long after they've purchased the book (which is all the publisher is interested in). Works at the mall and the grocery store, too.
To me, it's like fake branding, and after being disappointed by such packaging before, I generally avoid them. I'd be much more swayed by authors "recommending" or "endorsing" a new author, if I didn't already know that those endorsements are provided due to contractual obligations. Bottom line, something to be avoided unless you have a realiable, objective third-party recommendation as to its content or quality.
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