The idea is to get the rocket as high as possible using conventional vehicles, which should make it easier for the rocket to reach orbit.
It was proposed as a way of launching rockets from countries that don't have access to the best spots on the planet.
I've followed ARCASpace with interest for a while, although it looks like nothing came out of it, sadly:
https://en.wikipedia.org/wiki/ARCAspace
To each orbit you need to achieve roughly Mach 30 in the correct inclination, and above the bulk of the atmosphere. If your rocket can achieve Mach 30 you don’t need an altitude boost from a balloon, if your rocket can’t hit Mach 30 the balloon won’t help.
So balloon drop from high altitude avoids having MaxQ issues at all, so no throttling required (which could also make rocket engines simpler). But all the other drawbacks make air drop only useful for the tiniest of orbital payloads.
Seems like this is testing the hardware that will be elevated using a balloon. The helicopter isn't part of launch plans.
A high altitude start only allows you to tweak your rocket nozzles for minor efficiency gains.