[javert]

I looked at your image, and I think it's really unfortunate that they aren't upfront about what's going on.

You have to read all the way through to the last sentence at the bottom of the page, and then think back through what you've already read to piece together what you're signing up for.

They could have just said, "If you join our VIP program, you get to order one item from each month's showcase at no charge, for a $39.95 monthly membership fee. If you don't see anything in the showcase that you like, you have until the 5th of the month to opt out and we'll waive the fee for that month."

So yeah, it's not as bad as what the OP said, but it's still pretty bad.

Speculation: Women join the site based on word-of-mouth from other women, who tell them how it works. So that's why they aren't fooled. Women who aren't told beforehand how it works are probably like "WTF?" when they see it and are turned off by it, and some % of those are just going to click through, trusting that whatever that promotion is, surely this company is trustworthy and not trying to rip them off.