The sad part about this is that, "burning" became such a hyped buzzword that I see new projects starting with 1 trillion tokens and then burning 500 billion of them. Even if the coin worths literally 1 satoshi each, or even lower, that looks like they just burned millions or thousands of dollars at least. Which creates this amazing "marketing" for people who do not realize that starting with 1 trillion and burning 500 billion tokens is EXACTLY same as starting with 500 billion tokens, there is no difference.
All in all burning needs to stop being a buzzword and start being something great again. BNB is the most famous one, very very recently the other day Binance burned literally millions of dollars in a single day, that is the proof that burning could be good, they are actually making it very scarce with this method and the value goes up thanks to it, that is how burning should be done.
Agreed, this is a marketing scheme and nothing more, there are many coins that are doing what you are describing and people fall for this as if it was any better than starting the project with that number of coins to begin with.
Besides while this could create some increase in the price of the coin if at the end the demand remains the same the price will remain flat, they are trying to control the supply of a coin to artificially make the price of their coin to go up, so this is clear manipulation done by the developers and I do not like this at all as it shows they have nothing else up their sleeve.