The fund companies know that the "advice" component attracts investors who otherwise would not purchase mutual funds. The "advice" performs the same function as the "movie" does.... it attracts clients who can then be sold a very profitable secondary product. In the case of investors, the very profitable secondary product is the mutual fund.
Further proof that this comparison is correct is found in the high volume of expensive mutual funds sold with an advice commission, versus the much smaller sales volume of lower cost, direct sale mutual funds. Investors overpay for the mutual fund to get the perceived advice they are seeking. The main difference is moviegoers know what the popcorn costs them while investors face a hidden "advice fee" buried in the MER costs.