Not only does the salt and pepper (and other ingredients like garlic and onion powder) add to the flavor of the meat, but the salt draws the juices of the meat up to its surface.  The salt dissolves into those juices forming a brine which is then reabsorbed into the meat enhancing its natural flavor. As these steaks are thicker than regular steaks it is necessary to be quite liberal with the amount of salt rubbed into the raw meat.