Nonk – there must be a reason or a combination of factors tho. 🙂
I find this a fascinating puzzle.
I stll think this is the best explanation yet –
The reading I've done off the back of TJ's theory suggests that curing of a pad, and, more importantly, the transfer of pad material to the disc is something that needs to be done throughout the life of the pads/brake system under normal use.
A few microns of pad material on the disc is easily ground off in foul conditions, and if the brake isn't brought to a high enough temperature to transfer additional pad material to the disc, braking performance is diminished and the braking action changes from adhesive friction (low wear rates) to mechanical friction (high wear rates).
You therefore simultaneously lose braking power and increase pad wear rates.
Managing this in practice would seem to mean running a braking system that has more heat in it, allowing more braking events through a ride to get the heat up. The trade off of course, will be an increased propensity to over-cook the brakes on the more extreme braking events.