I've also heard of gym giving a time and date for a first practice and not announcing the division/level the team is until people are there. Helps with the automatic quitters, because it's a lot harder to walk away when you're there in front of coaches and seeing/connecting with other teammates.
So maybe this is a spin on that, without actually having the practice. Maybe the gym is hoping cheerleaders will immediately see and connect with their teammates and coaches, cutting down on the initial disappointment. I'm still not a big fan of it, I think everyone need a little bit of personal time to celebrate or process and get over it.