I imagine someone spoke with a psychologist before selling this clever (and evil) marketing technique.
If you can’t see the image, it’s a CAPTCHA for Ticketmaster that is an advertisement for Dish Network. In order to correctly fill out the CAPTCHA, you are required to type “Get DISH Now”.
Like I said, clever and evil. Make people physically type the words and they’re more likely to remember it. Do that enough and a few more sales will come your way.