The store owners could be "seeding" media either for a customer or for a new setup they are going to start or to sell. The media doesn't care where it gets its food supply, but good flow is important. I know LFS around here will let you put a bag of media in their system to seed it but sometimes you run the risk of getting parasites.
Anytime you add to the systems biofilter, it is generally good, however, if your system has reached equalibrium,( 0 ammonia) adding additional media wont be any more effective. You will just be thinning out the bacteria colony. Supply and demand. Now if you are anticipating adding more fish(more bio-load) the added biomedia will be utilized as you will be expanding your bio-colony, and that can be put anywhere in the system.