Well for one it’s a short disguised as an ad for the Spanish Freixenet sparkling wine, which makes it pretty lame (and perhaps has Hitchcock rolling in his grave), but one assumes the funding for the project came from the wine company.
The second point is to further Scorsese’s film restoration/preservation aims and raising awareness by preserving a film that has never been made (until now). Call it a complex art project with a purpose (and a schill to back it). The unfilmed short shot the way Hitchcock would have executed it, was only four pages long and one page was actually missing. “It’s one thing to preserve a film that’s been made, it’s another to preserve a film that’s not been made,” Scorsese says in the clip. He of course doesn’t mention Freixenet at all. Also, the “Birds” homage at the end is about as subtle as the closing rodent shot in the “Departed.”