There's some basic design principals behind the premise. It's not really marketing, unless you want to call designing a pack to meet the customer's needs marketing. It's not ALL about selling you more than one pack, although the average REI customer is likely to shop that way.
Generally speaking-(like your not a masochist or one of the best sport climbers in the world)
A frameless "rucksack" style with no hipbelt. Rucksacks are square shaped and centuries old. Modern packs are all more or less based upon Jardine's basic tube or stuff sack with shoulder straps. Good to 15-20 lbs.
A frameless pack with hipbelt- 20-25lbs.
A frameless pack with hipbelt, some kind of foam/framesheet- 30lbs.
A single stay internal frame pack will generally take you to 35lbs in a pinch, but basically the single stay replaces rolling up a foam pad to make a frame.
Internal frame packs- Jump you from 35 and up to Tipi Walter levels of heroic hauling.
Quasi Internal frame packs- cleverly disguised external or "full frame" packs- 45+ pounds
External frame packs- as mentioned by Mags and others- though out of fashion currently- the standard for millennia is some flavor of an external frame pack. From the simple triangle lash wood frame to modern carbon fiber ones you can get anything from a sub one pounder to 100+ pound hunter's game haulers or military gear ups.
What I find interesting is that some of the more trendy outdoorsman of the 1900's era were staunch Super Ultra lighters. A modern hiker would be hard pressed to beat Nessmuk's 25 pound kit, which included a 12' canoe, paddle, axe, and gun. Generally they used a frameless rucksack or wooden framed external when they were "heavy haulin". They frequently bushwhacked, and managed to do it without 400d packcloth or modern synthetics.
If you want one pack to do everything, and know how to use it- an external frame pack with some options is the clear winner.
If you only take one type of trip, of a relatively fixed duration and season- any pack could be your "one" based upon your preferences.
As Laz, Garlic, and Another Kevin voiced: eventually, be it seasonal, duration, or purpose of the trip- you'll probably find more than one a very solid investment.
The nicest thing about many UL minded packs is that they can be had relatively cheaply, even more-so if you make your own.
Open minds lead to open lands...