There is too little to go on, but they could already have trial customers and testimonials lined up. Actually demoing the product will probably work better than

There is too little to go on, but they could already have trial customers and testimonials lined up. Actually demoing the product will probably work better than just having a human-less signup process, considering the price. They could also just be trying to cash in on FOMO and their success and reputation so far, but that would paint a bleak picture