I can sort of understand them wanting to replace the bumper, mainly to boost their profits. But there could be another reason, although unlikely. Behind the very fragile, very expensive plastic bumper, there's high density impact styrofoam (similar to a bicycle helmet). That stuff is only designed to survive a single impact and even if it looks fine to the naked eye, should be replaced. Obviously, since you only hit a snow bank the foam should be fine but considering how lawsuit crazy people are getting these days, they probably don't want to risk it and insist on doing a proper full repair. Can't say I blame them, although paying the bill does suck.