Wasn't that used to squeeze better power efficiency etc out of the device by optimizing the parameters based on the content?
I mean it is probably also used to collect data, but this sounds like it might be more than just that. Maybe?
The mechanism you are thinking of - optimizing brightness and dynamic contrast, happens in TCON in low level hardware at fraction of a fraction of power
But the next generation of everything will be so much less efficient as the new generation of developers has forgotten how to do anything with low level methods.