What is the advantage of titanium coating on a pocket knive?

I got the Smokey Mountain Knife Work Christmas catalog in the mail. I saw some titanium coated knifes in it. Like this one:
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So I told my wife I was thinking of buying one since that seemed so cool. She asked what is the advantage of the titanium coating? Won't it just come off when you sharpen it?

Well, she had me stumped. So tell me, what is the advantage of the titanium coating?[You must be registered and logged in to see this image.]

It is supposed to help maintain an edge longer and improve strength of the blade overall. I dont know how it will help maintain an edge after you hone it once since you would be removing the surface coating by doing so.