They do this in several ways.
1) They recommend textbooks to beginners that are too advanced for their skill level.
2) These textbooks do not include solutions and the advice given is that solutions would somehow rob them of the experience (don't let those that lack self-discipline ruin learning for non-traditional students that aren't in a formal classroom with access to professors and TAs). The self-learner needs some sort of feedback system.
3) They tell the self-learner that solutions aren't provided because everyone has the ability to know if their solutions are correct without having their work checked. Would you write a complicated program and write no test cases, or could you instantly know your program is bug free the first time you write it? Why is math suddenly any different?
Despite popular elitist opinions, I'd recommend this book over Axler for the beginner that doesn't know linear algebra. Everyone says Axler is the perfect first book in linear algebra. It really isn't. Even Axler admits this himself in the preface. He assumes that it is a second approach to the field.
But people like to be elitist and recommend books to beginners that aren't always best from a pedagogical perspective.
Those are the same class of people that recommend Rudin or Spivak to someone that wants to study elementary calculus 1 material.