To me, they cross the line because they offer you a discount price, the condition of the discount is becoming a VIP member, and they bury the fact that becoming a VIP member is a $40 a month subscription.
I don’t think a reasonable person would expect there to be that ongoing subscription, so I think it should be made very clear. That ongoing commitment should at least be shown clearly in the checkout process. It’s unreasonable to expect someone to have to read the T&Cs to uncover that cost, and it seems in all likelihood they want to hide it.
