Cordial in the fridge

Who on earth thinks it's ok to put cordial in the fridge? Chilled cordial? What's the point? Surely it makes sod all difference to adding ice cold water to it to make a cold drink. What happens, if for instance you wanted hot Vimto? Would that hinder the hotness of the drink when adding boiling water to the cold cordial? If it were meant to be chilled surely it would be in the chiller cabinet at the supermarket? Now is it just me who finds this a little bit strange?

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