A bit of a gimmick yes. The difference being if you dont apply and self fund you will have to go through all the application/recruitment processes as a complete rookie with 200hrs. Those on the 'scheme', who are successfull, will skip the DEP process and have a great job with great company.
If you are considering self funded integrated anyway.... you might as well give it a go. You really have nothing to lose, do you?
MAX