Lotteria Kobe Beef Burger

Although I do not see this being advertised anywhere, when I went to a Lotteria in Ginza recently, they had Kobe Beef burgers for sale. There was a rotating series of Japanese regional beef burgers at Lotteria from 2014 to 2015, but not only is this not noted anywhere on the website, but it is a bit more reasonable than the Kobe Beef burger 2 years ago. It was 1,500 yen/ burger two years ago, but is "only" 1,000 yen now. Of course the question remains, why take a luxury premium beef and grind it up as hamburger meat. It is definately an interesting promotion though.
Key words; Lotteria, Kobe beef, ロッテリア 神戸牛