You misunderstand. The customer is the government, which pays for student education through 'student loans'. The government is an absentee farmer who pays a farm labourer to produce a crop many years in the future. The labourer would rather take the money and plant nothing, so the absentee landlord farmer wants him to send photos of the seed being planted.

But why won't the crop grow on its own? It is strongly incentivized to live! And yet it does not. So you need to send photos of tilling the soil, planting the seed, watering, so that one day we might come there and see a harvested crop.