what is the significance of expressing Theta series as Eta-products?

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I'm collection information for my upcoming project regarding eta-products and theta-series. I have the Günter Köhler's book,

http://www.amazon.com/Products-Identities-Springer-Monographs-Mathematics/dp/3642161510

and read this research paper, as well

http://www.kurims.kyoto-u.ac.jp/~kyodo/kokyuroku/contents/pdf/1617-14.pdf

My question here why people are interested in this kind of expression?

Many thanks in advance.