30e: amortize franchise fees?

Moderators, you can delete as I think I figured it out

In the textbook, there is an example where a company has paid 350,000 for franchise agreement. It lasts for 7 years and then “can be renewed at a minimal cost thereafter”. The book says that we do NOT amortize it all.

How come this article instructs us to amortize over a 10 or 15 year span?

http://smallbusiness.chron.com/account-franchise-fees-74235.html