Many weight loss programs work this way, especially those which require you to purchase food and/or supplements.
The program fee is negotiable, because they need to get you hooked in. If you appear disinterested or skeptical or say that the program is outside your budget (and stick to it) they'll start dropping the price until they find a price you're willing to pay. It's difficult to know what the "real" bottom price is or if there even is one.
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