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So why do it? To mess with them. You can turn an enemy campaign army away from their original objective [some lord owns that fief? Who's the faction's marshal?] Or at least cause some lords to do come rescue the fief instead of something useful.
Conversely, helping them and supporting them, helps the player out in several ways.
It comes down to players who want to win the game and players who want to make themselves feel "tough" by attacking non-combatants. It's a brains vs. bullying thing.
Against a kingdom that is down to a city and its villages, it can bring down the lords' recruitment to a screeching half.
In some mods like Perisno, with detailed economy, you can break a lord financially if you keep his villages in flames. This results in his army shedding troops.
But even in Perisno, I do not recommend it. The long term effects on your ability to unite the map are negative. If you cannot wipe a faction without making war on its civilians, you are not ready anyway. The good player alternates long day feasts with short campaigns that each conquers a few walled fiefs. Raiding villages is never the most lucrative or most effective thing to do, except if your are really weak, and if you are, you are better off doing something that will make you stronger, faster.