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Changing card types

Lloyds Banking Group (Halifax and Lloyds Bank) allows customers to swap their card types.

http://www.halifax.co.uk/creditcards/help-guidance/existing-customers/swapping-your-credit-card/
http://www.lloydsbank.com/credit-cards/existing-customer/swapping-your-credit-card.asp

It seems that they don't let you swap from a promotional interest rate card (e.g. balance transfer cards, and 0% interest free purchase card for 'x' number of months) to a low rate card, another promotional interest rate card, or just an 'ordinary' card without any offers/features/benefits.

Why is this? Do other banks have this sort of policy of card swapping?
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