I guess the reason is:
Adobe Acrobat and Adobe Reader versions 9 and later allow viewing of map coordinates and georeference information encoded inside the PDF file.
Exporting a map with the Export Map Georeference Information option enabled will record each data frame's georeference information inside the PDF. When the georeferenced PDF is opened in a compatible viewer, such as Adobe Reader 9, the user can access geospatial functions such as coordinate readout and finding x,y.
The geospatial functionality available to Adobe Acrobat and Adobe
Reader users depends on which Acrobat 9 product they are using. When a
PDF exported from ArcMap is used directly in the free Adobe Reader 9
product, tools for coordinate readout and find x,y will be available.
If that same PDF is opened in any of the pay-for Acrobat products, an
extended geospatial toolset is provided, including coordinate readout,
find x,y, geodesic measurement, and georeferenced markup. This same
extended toolset can be accessed in the free Adobe Reader if the PDF
has first been resaved in Adobe Acrobat 9 Pro or Pro Extended using
the Extend Features in Adobe Reader command in those programs.
Enabling PDF for extended Adobe Reader features is only available in
software from Adobe Systems, such as Adobe Acrobat Pro, and cannot be
performed in ArcMap.
REFERENCES: HELP PAGE (desktop.arcgis)