What this is really about, to spell it out, is to attract people who already want to move to a small town. It's aimed at people who are already headed towards

What this is really about, to spell it out, is to attract people who already want to move to a small town. It's aimed at people who are already headed towards that goal, for whatever personal reason they may have, and it's saying "Pick our small town out of the hundreds you might otherwise pick". From that viewpoint, it's not a bad deal.