That refers to the amount of heat put out in a given surface area on the element. The idea is that a shorter element gets much hotter in order to transfer the same amount of heat a longer element would. This could be important if you plan to run the element while mashing, it could possibly scorch the grain/wort.
The element that is folded back and wavy allows it to be longer and have more surface area to transfer the heat to the liquid, which should reduce the chance of scorching or having hot spots.