If you ever recall needing to cut a wire by bending it repeatedly you will probably get the idea why full reversed is a much harsher condition that only one sided.
The fully reversed condition is the most harsh (for a given stress) and it will make a specimen fail sooner (usually faster that half the time of the one side test). In fatigue tests that is a big incentive, since testing a million cycles even at 10 Hz takes about a full day of testing.
So there is an incentive of using the harshest (repeatable) condition to speed up the process.
UPDATE ====
Below is the Goodman diagram (Source wikipedia). It associates mean stress $\sigma_m$ and alternating stress $\sigma_a$.
In most cases, the different curves involve the followign factors $\frac{\sigma_m}{\sigma_b}$ and $\frac{\sigma_a}{\sigma_w}$. E.g.:
$$\frac{\sigma_m}{\sigma_b} + \frac{\sigma_a}{\sigma_w}= \frac{1}{n} \tag{eq.1}$$
where:
- $\sigma_b$ is the ultimate tensile stress
- $\sigma_w$ is the fatigue limit.
As you may know the $\sigma_b$ (UTS) is always greater than $\sigma_w$ (Fatigue). Therefore:
- the mean stress has grow to the ultimate tensile stress in order to have failure.
- On the other hand the alternating stress can only go up to the fatigue limit (which is lower).
As a result, the sum of the absolute values is minimal when mean stress is zero $(|\sigma_m|=0)$ and alternating stress is maximum $(|\sigma_m|=\sigma_w )$.