They do a similar thing in Residential Real Estate when buildings offer "X months free" or "Waived Security Deposit" or offer some sort of free gift as a signing bonus. It lets them keep the advertised rent high which is good for the same reasons as in the video, and in some cases these adjustments are treated differently for accounting purposes (eg. they might be treated as a marketing expense).
They do a similar thing in Residential Real Estate when buildings offer "X months free" or "Waived Security Deposit" or offer some sort of free gift as a signing bonus. It lets them keep the advertised rent high which is good for the same reasons as in the video, and in some cases these adjustments are treated differently for accounting purposes (eg. they might be treated as a marketing expense).