Looks like it’s planned to make it easy for students from Virginia Tech and Liberty to get to Myrtle Beach. Other than that, it doesn’t seem to have much legitimate purpose, as the folks north of the Ohio River don’t seem to have much interest, and the folks in WV are going with a non-interstate quality alternative.
There’s a major FedEx hub at the airport in Greensboro. Interstate level roads straight to Martinsville should lead to businesses locating there.