They do a terrible job of marketing it.
Pineapples are climacteric fruit aka fruit that ripen with an burst of ethylene production that triggers the ripening process.
Breeding for a decrease in ethylene production delays or stops the ripening process. This allows for a buildup of sugars in the fruit. 50-100% more in some species. It also increase the shelf-life so they stay firmer longer.
So the extra sweet label and the darker green color of these fruit indicate they are a variety that was bred to down-regulate the ethylene burst. Dole is attempting to capitalize on their newer variety (poorly).