Does "up front" here mean "frank and honest"?

Context:
TIPPING is a seemingly innocuous act that splits the peoples of the world. Americans do it with gusto. The French were once champions, but no longer. There are also regular attempts to abolish tipping and in some places a gratuity can offend.

Tipping divides economists too. Why would you pay more for something when you don’t have to? That’s irrational. Even if a tip is designed to encourage good service, surely the most logical time for cash to change hands is up front. Paying extra after the event makes little sense, especially if you’re a one-time customer in a restaurant or a passenger in a cab whose driver you will probably never see again. What’s going on?

The origins of this strange behaviour are murky. Some believe the Romans invented it. Others say it began in the feudal paternalism of Medieval Europe. Something akin to today’s tip is documented in Tudor England when guests in wealthy homes took to handing payments known as vails to servants at the end of their stay. The idea persisted, but it was only in the 19th century when visiting Americans took it home that it really flourished.

More:
https://www.newscientist.com/article/mg22830521-300-tipping-point-the-trouble-with-fatuous-gratuities/