It means that when a customer takes charge of their Trek, Marin, Wilier or whatever the bike is in good condition and ready to be ridden safely. It does also protect the dealer base from discounters and stops mail-order bikes being taken for warranty issues at shops that did not supply the bike in the first place.
You may think it a bit bonkers but Trek make the rules on this one and industry whispers suggest that, in time, more and more brands will follow suit.