Pick who you are. We'll show you the money on the table, the risk you can shed, and what it costs to capture it. The math is lopsided, and that's the point.
It isn't a sales trick. It's the structure of the market. Someone else has already put the money on the table (a grant) or the penalty on the table (a statute, a verdict, an insurer). The assessment is just the key. The cost of the key is tiny next to what it unlocks. That's the whole offer.