[yetihehe]

Customers have been immunized to full screen modal dialogs, don't read them and close immediately, this represents obstacle to subscribe to their newsletter. In order to remove that obstacle, they bravely decided to remove close button, so that potential customers have no other way than "The Right Way", are not distracted by close buttons anymore and can successfully subscribe to their newsletter, which helps with growth and widens funnels (that's good, right?).