So what is going on with frostqueen's line?

I mean aside from being mostly overshadowed by coin line,what is it even aimed at?

I mean in theory you're supposed to have three archetypes of supports: Tank supports: for which face of the mountain is intended. Utility/sustain supports: for which coin line is intended. Poke supports: for which frost queen's line is intended.

Which all sounds great on paper until you remember that poke and utility/sustain supports are the same champions,hell,even soraka now needs to trade with her q to keep up her healing,I mean I guess you could say the item exists so that nami would buy it early,then sell it for coin later,but is that really something an item line should exist for?

So I guess mage supports(that is things which are less focused on shields/heals and more on damage) come to mind,which are things like annie/zyra/brand/velkoz,yet every time they are mentioned people seem to say that they should "go back to mid lane where they belong"(or in the case of annie the boards seem to want her to just go to hell instead) and riot hasn't been doing much to make them serious picks either(so I'm guessing they agree with that) hell,the only "mage support" which is a serious pick right now in competitive is annie,and even she just get's coin nearly 100% of the time( http://lol.esportspedia.com/wiki/annie/Match_History ).

• there's also morgana,but aside from the fact that I see her more as a tank than a mage( http://boards.na.leagueoflegends.com/en/c/gameplay-balance/cjAfh1Yu-morgana-is-a-tank-support for why I see that as so),even she is much more likely to just sell it for coin later ( http://lol.esportspedia.com/wiki/Morgana/Match_History ).

What is this item even for,some strange trap for new players? Or is it really something for nami/sona to buy before selling it to get coin?