As someone who does sell quite a bit of action, although granted usually only at a small mark up, I sell to protect my bankroll. Although I may have 25/50/100 buy ins for certain live tournaments, by selling say 50% I can, as sean said, reduce my variance and have twice the number of shots. I dont think after the first couple of packages I tried to justify my staking threads with field is so soft (in before someone snaps me off with me some quotes) but it's just a way of telling any potential investors you feel like you're +ev in the field.
It's up to the investor to then decide if they agree with you or not.
its marketing
better than saying tough field and then asking for mark up
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