This is the technique of riding the second half faster than the first half. To succeed, you need to keep your first-half pace moderate and steady. You won't feel guilty riding a bit slower than you know you can if it's part of your game plan.
Finishing long rides strongly is a lot more fun, and it builds your confidence, too. Doing a negative split helps it happen.
The alternative -- draining your energy with a fast early pace and then slogging through the final hour -- can undermine your fitness. It leaves you physically spent and unable to ride well for several days. You won't feel enthusiastic about getting back on your bike, either.
Especially in events like centuries that may take you to the limit of your endurance, a negative split is the positive approach. Even if you can't quite pull it off, it'll ensure a manageable pace throughout the ride.