I know it sounds like a gimmick, but it's a path for people who don't make a habit of saving. If it helps some people, then great, I won't criticise.
When someone lives a sedentary life, it's not possible start walking for miles every day. You build up stamina, convince yourself each week or two, that you can walk a little farther. This financial suggestion follows that principle.
However, it's only a crutch. It doesn't help people understand where they spend their money, how to use it more efficiently, etc.