Standard serving sizes are supposed to make it easier to compare similar products. Take ice cream, for example. Because one serving of ice cream is ⅔ cup (at least it is now — before the 2016 updates, it was ½ cup), you can look at two brands and easily compare the nutrition information.
If serving sizes weren’t standard, you might have to compare a ⅓ cup serving of one brand to a ⅔ cup serving of another. That’s tricky math.
(Keep in mind that that's exactly what you might need to do if you're comparing two products that list "Servings per container: 1," but each container holds a different amount.)