What’s the benefit of Soft Start

I am pretty new to the elevator industry (been working as an account manager for about 3 months now) and my district manager is having me call and follow up on proposals that were sent out by the previous rep.

I am seeing a lot of proposals for upgrades to the line starter that are titled “Soft Start”

Do any of you know what the benefit of soft start is to the customer? Is it simple just a smoother ride?