It seems like a gimmick. To me it seems that when an odd beer is introduced it has to have something other than just the odd beer. I think it is added because marketing does not think the US market will take a strange beer without it or something like it. Its a low alcohol, light sort of sour beer....better add some orange peel.
It is like a perfectly good song and then someone decides it needs a guitar solo, or a perfectly good magazine and then someone decides to put a Kardashian in there.
Unlike Kardashians, citrus is fine, but it is detracting from good beer, and I think brewers feel it is needed when it not.