Aside from claims about time, ease or tradition, it comes down to mash geometry. The shape of your mash bed will determine the best sparge method.
When mashing in a cooler, more horizontal surface area is available, letting the water move through the grain bed evenly. The water doesn't have too far to go, so it percolates through the grain without compacting it. Fly sparging makes sense here because it keeps an even head pressure on the grain and the grain has more contact time, yielding more sugar.
When mashing in a kettle or keg, the mash is taller than wide, so the water has a tendency to compact the grain bed and seek the path of least resistance, which is usually the side walls. In this configuration, batch sparging makes sense because the water is remixed with the grain (usually stirred), which equalizes sugar distribution. Allowing the water to sit with the grain for 10 minutes pulls sugar out and multiple batches increase efficiency.