It appears the free install is so they can video the process and show people ow to do the install. Smart idea, and I agree with the other's comment about supporting a good company. Sadly they are in Missouri and it would be a 2,600-mile round trip for me to exercise their offer. And, since they already have Fiat-500 video, for me the best idea is likely to do it myself. This forum is certainly a great place to get ideas.
As an FYI, they have not always needed to video the install but it has always been free. I had a baseplate put on a 2005 Jeep Liberty. They already had a video but still free. Also, I did not ask about the price match. The information was volunteered.