I wonder if it's more subtle than that - if your paper has associated source code, then it's likely that people reading it might try it out, and the ideas that you've presented will stick around more than a short paper with no follow up material.
In other words, papers are only a short glimpse into your research, presenting code allows an interested reader to look deeper, and means that they're more likely to remember what you've done, and cite it later.
Although if it does, I suspect it has more to do with the fact that there's a product & marketing around it.