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It's basically allowing a free attack (with +4) when successfully preforming an Overrun maneuver in addition to no longer allowing the target to choose to avoid you.
I think the intent is that your Horse gets a chance to "step on" the target of the Overrun as part of the action. The mount is probably moving too quickly to be able to make multiple "step on" attacks... especially since the actual action being taken is the Overrun maneuver. To allow more attacks would be even more powerful than the Pounce ability because you are potentially knocking them prone as well. For game mechanics, allowing more than one attack would cause some serious imbalance IMHO.
Also, consider how this might stack with other feats like Improved Overrun which denies their attack of opportunity, Greater Overrun which grants an attack of opportunity when knocked prone and Charge Through which lets you cause all that destruction on an enemy that's between you and your target of a charge attack. You potentially get 2 attacks on an enemy you overrun, who has no option to attack or avoid and is then prone, and then make a charge attack on a second enemy.