[mvembu]

Mr. VC, great explanation. You blame it on the purchaser for the poor usability & cheap business manipulation. Customer buys a shoe, you added a VIP membership by default & you wanted customer to remove that before checkout.

Why can't you just have a intermediate page saying "Save 50% by subscribing to VIP membership at $39 / month" with all the explanation & have "Yes, subscribe me as a VIP member" & "No Thanks" instead of adding that by default ? JustFab won't do that because they know conversion will be much lower.

In every site I have purchased, I have never seen this experience. So how do you want me as a user to SUSPECT a monthly recurring charge like this ?