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From the consumer pov, why would I opt for a PNBL option? If I have the money on hand, wouldn't I just make a regular purchase?

Not trying to be snarky, genuinely curious what the sales pitch is here.

That's effectively any membership service where you get a discount... e.g. Amazon prime, arguably... or Membership grocery stores.

Pay up front for benefits that are realized later, upon further action.

I have a membership with my local craft brewery that I love to frequent that similarly could be considered a PNBL like financial thing.

Arguably, it's also gift cards, though yeah, without any benefit, no one really buys gift cards for themselves.

Hey sometimes gift cards are on sale! So in effect a pay now buy later.

My favorite restaurant often has a Christmas sale on gift cards (something like $10 when you buy $100) so I'll get a few for myself.

The sales pitch is for people who don’t have the money on hand. But hope they will later when their next paycheck comes in.