I'm pretty sure the only justification that I've heard was the flower. Seems kind of silly to me; at a glance, you would group the purpurea varieties together as distinct from the various other species. They're too close in form to be distinct species.
But there is the case, among genera like Nepenthes, where plants that look very similar are named distinctly because of geographical distribution. I believe in my phylogeny class we talked about animal species that were distinguished almost entirely by genetic markers (probably as a result of geographic separation, I guess.)
With Sarracenia, though, it seems like varietal names are preferred for distinct groups, or simply location data.
~Joe