I'm with @ceasesmith on this one. I don't think it's a gimmick, and I actually like the idea of being able to book early. Plus I really like working with Bestmark. I wish they had more jobs in my area.
I also know there are folks that like to wait for the bonuses at the end of the month, but my personality isn't suited for that. I'd rather take jobs up front and know I've met my income goals than try to hold out for the bigger payday and possibly miss being paid at all. If I have room for a bonused job when they are available, I'll take them. I just consider it gravy on the mashed potatoes.
I used to see a life coach pretty regularly.... back when they were called bartenders.