Fuel economy. The lower that front air dam is to the ground, the better the fuel economy.
Notice how GM's front ends to full size trucks have evolved, with each new generation adding a chin spoiler that is lower and lower to the ground... to divert the air turbulence away from under the vehicle that robs fuel economy.
Several news articles and press releases from GM discussed this very thing. One of the more recent GM full size truck platform designs underwent more wind tunnel testing during the design phase than any other truck in GM's history. And despite the squarish, masculine, broad shouldered grilles on the front of these new trucks, the real air management is down under, where it counts. Look at the chin spoilers of modern trucks today. They are there to help bring these vehicles closer to new CAFE standards... centimeter by centimeter.