Creating a false sense of urgency is a cornerstone of modern marketing. The only difference between this and any other marketing campaign is that you just happened to catch them this time.

This is just like when you go to an electronics store and they put the super expensive tv (almost) nobody buys right next to the still very expensive but comparably more modest model. You are more likely to buy that second tv even if costs more than you initially budgeted because your brain tells you that this is the cheaper model with _almost_ the same features as the flagship tv.

For another example, many ecommerce sites will list the number available in stock if it is low, and sometimes will just say "few available" without specifying a number. This creates the same (sometimes false) sense of urgency.