Wine WARMers?!

[lizardbrains]

My friend and I were at Marshall's, and found a wine warmer. It looks just like a wine cooler that you would put in your freezer and then slip around the bottle, except that it's for warming red wine. There's a clear gel in there, and you have to "click" the metal disk in there in order to activate it to heat up and solidify... and the heat warms the bottle of wine. (I've seen this device in hand-warmers at the mall. It gets quite warm!)

Anyways... why would you want to HEAT wine? I know that many wines (reds) are served at or around room temperature, but I've never heard of needing to heat any. Is this absurd, or is there something I should learn?!

-Elizabeth