It's about storing the 'private key/password' in your own memory, your brain. The name says it all: brain wallet.
I thought we were having a discussion about comparing the pros (just one: 100k less disk space) and cons (significantly worse security) of a brain wallet compared to a traditional wallet. What you're saying is that it's more about the coolness factor.
I agree, it seems pretty cool to be able to store a bitcoin wallet entirely in wetware. However I stopped using "coolness" and started using logic to help me make decisions somewhere around the age of 15.
If we can't agree on an underlying method of reasoning to use for the decision making process, then I don't think there's anything left to discuss. It'd be like trying to prove evolution to a creationist.
For individuals who do believe in deductive reasoning, traditional wallets are always superior to brain wallets, and therefore brain wallets should never be used. Others are welcome to use whatever method of reasoning and whatever wallet they like.