I don't know. I guess all it means is that Matches is willing to take a fat loss (on sales items anyway) if it builds them a stellar service reputation. Or maybe they're only offering it for a while to break into the American market and plan to change their policy later.
Just ftr, I didn't skip this to make things sound worse than they are but because I doubt this route would get me anywhere. But maybe I'll look into it, who knows.