Marketing wank. If it was meant to be used as a ground plane rather than just as grounded screening. it would have a connector to accept a jumper wire connected to it inline with the bus strips at each end of each breadboard section.
Steel is, weight for weight, about as stiff as aluminium, is cheaper, is easier to get a reliable electrical contact to, and easier to powder coat or paint. Its not surprising its favoured for breadboard bases.