If it is a formal policy of the store, then it's a different story. They could also manage it in a way to minimize costs. That said, I have run into people who are proud of "discovering" the lifehack version.
It’s a lending program, for free. With a deposit for full value so it becomes a purchase if you don’t return it in time. Same structure but the phrasing matters.
From the website it seems like they're expecting that some people will do this with the intention of renting, but then decide to keep or not get around to the return process.