According to:
"Hollow Cathode Lamps – Yesterday, Today and Tomorrow" by Agilent Technologies
discharge lamps are often "boosted", where a first pulse sputters the emitting element and a second pulse excites this element, with the added advantage that much of the element vapour is ionized hence absorbs less the useful light.
Well, as these lamps rely on sputtering, I'd say that a strong peak power is necessary to get enough metal vaporized and have the emission by that element rather than by the noble gas filling, and that at this peak power, continuous operation would destroy the lamp.
With the added benefit of being sensitive more shortly to the detector noise, sure.