This isn't a new phenomenon or something restricted to "exclusive" resorts. I have seen this happen in other alpine ski areas over the last 5-10 years when there has been particularly bad snow. Normally in places that are of high importance and traffic, such as at the top of main lifts.
Ski resorts use helicopters for many logistical activities, if it keeps the area open they will do it. This year the Alps are having a particularly bad January, and with it only being four weeks till the traditional February rolling school holidays for family skiing trips, they are very concerned about keeping the areas open.
That's not to say there isn't a level of absurdity to the whole thing!