Truth in Advertising?

One rule in marketing is to always inflate the value of free offers. I was surprised to see this offer for a free DVD download with a value of only $5.99. Either this is unusual marketing honesty or the download is really crappy.

Wouldn't you think they would make the value $6 instead of $5.99 when they are giving it to you for free? The only time you want to use the $x.99 trick is when you want the cost to appear to be less.