Forth paragraph, second link provided, offers this info:
A deposit equal to 5% of the selling price of the borrowed cables will be charged to the consumer´s credit card when the arrangements for the cable loan are made. This deposit is not refundable but will be applied in full against purchases (cable or non-cable products) from The Cable Company, Usedcable.com, or our Ultra Systems affiliate.
One note: the service is (unfortunately) only available to residents of the USA.
Of course: "pittance" would be a relative term, dependent on the price of items of interest and the condition of one's wallet.
Happy listening!