Good marketing--will generate traffic, especially in the right target groups.
People who use these bulbs tend not to turn them off. I've read one report where energy use actually increased in a community that made a push to get regular bulbs replaced...
Looking at Fluorescent Bulbs in Different Light
But longer life and energy savings come with a caveat — the fluorescent bulbs must be used for at least 15minutes once they are turned on and ideally for at least several hours at a time. Turning them off quickly after you have turned them on dramatically reduces their life expectancy. Not being able to use light bulbs simply when it is convenient is a cost the consumers will bear even if politicians didn’t factor it into their estimates of savings.