I can't find the example (it was linked on HN a few years back), but a clear demonstration of this is a case where the MITM can serve a phishing page that initially appears to be the original site you've hijacked (so the user trusts it, and leaves it alone); but later, while the page is not visible (for example, when the user switches away from that tab), the page will switch over to showing a Facebook login screen or something.
Since the website isn't a known "malicious site" (so no alert from the browser), the user probably won't bother to look at the URL bar. They'll just think they left Facebook open in a tab, and it logged them out for inactivity. So they'll "log back in."