Generally in agreement with you, Alan. I also had some trouble imagining an application where you were kind of stuck using SO cable....then a major supermerket called.
Their problem? They have assorted coolers and hot tables that they use for display in the store's high traffic areas (like at the front door). They also, as part of their marketing, re-do these displays often, changing the layout every week or two. Come in today, and you have to jog left; next week, you might have to jog right instead!
Naturally, they neither want to have miles of cable drooping from the ceiling, nor do they want multiple holes or receptacles in the ceiling tiles. Their competitor has a newer store, with open framing, and is able to festoon his wire. This customer has trouble understanding why he can't do the same thing above the grid....and I'm inclined to agree with him. I does seem unreasonable to call the electrician to move the cord from box to box every week!
