Some side issues are that the parents are only suitable for breeding (they don't have strong genotypes themselves) and that if you take this offspring and mix them again you get a genetic shuffle which reintroduces unpredictability. This second generation will also perform very poorly, or at least unpredictably.
For seed companies you can tell that this is attractive in 2 ways: they can produce quality seed relatively easily, and the farmer always needs to buy the seed that they use for production because the farmer does not have the parent plants and the second generation is unusable.
Not all hybrids are infertile. Maize corn was developed from its wild progenitors through centuries of genetic modification through selective hybridization -- it is not a plant found in nature -- and that required viable offspring. The same goes for other major crops developed by scientists in the past few centuries, like potatoes, tomatoes, and peppers (interesting pattern there, they all originated in the same part of the world).
It's incorrect to conflate hybridization with modern direct gene manipulation (GMO). They both have the same goal, and effectively do the same thing, but are completely different approaches. Hybridization requires the cross-breeding of unrelated varieties or species, and involves both genetic and epigenetic selection. GMO is directly splicing genes of a single organism to produce altered offspring. Don;t confuse the two.
It lets you create a sort of super crop... but it only works for a single generation. ‾\_(ツ)_/‾
Why is this optimal? Well, I guess it isn't always. I'm willing to bet there are more failed hybrids than successful ones, but sometimes when you combine traits from different species, you get something that's bigger or tastier than the originals.
I have no idea about other crops; I was under the impression that grain and many other common crops could be replanted, but maybe it can't.