US Court nullifies FTC requirement for click-to-cancel

What consumer does this serve at all? What citizen does this serve at all?

This only serves to allow firms to erect effort barriers to keep rent seeking fro their customers. The "gotcha" that the Khan FTC didn't "follow the rules making process" is parallel construction.

The standard capitalist response would be, it serves the consumer of a service who wouldn't be willing to pay more for the additional guarantee of click-to-cancel.

It doesn't seem that farfetched to me to imagine two sites offering equivalent services, one at $5/month and the other at $6/month, with the only difference being the $6/month site offers click to cancel. This dollar price difference is often the difference between the life and death of a company.

A harsher way of phrasing it would be this serves the consumer who actually pays attention to their bills. I've had a cheap gym membership sitting around for a few months that I haven't gone to. I don't want to go to the effort of cancelling it, because that's hard. My sloth subsidizes the gym goers who actually do use the service every day and pay less than they otherwise would for the privilege. Poor, lazy, stupid people like me should still be given the option to spend our money in poor, lazy, stupid ways.

The issue with this argument is that services follow industry standards. You can't find me a single example of two competing services, one with click to cancel and the other without, in the same industry.

Companies pay attention to what their competitors are doing. If everyone is doing it, they'll happily go along with it.

The other issue is that if these things are guaranteed in law, they have a nasty habit of simply disappearing. A great example of that is ads in paid streaming services. In the beginning, you paid for the service and no ads. But then hulu came along and had ad content for the lower tier. That started a chain reaction on the other streaming platforms where now they all do ads for paid content. They are even toying with not allowing a higher payment to opt out of ads (which will likely come).

Click to cancel would be the same way. You might sign up for something with a click to cancel feature, there is absolutely nothing from stopping a company from quietly removing that option. Just like nothing has stopped companies from requiring phone calls, at the right time, in the right manor, and with a 20 step Q/A retention process. Bad enough that you can now pay people to sit through retention processes to cancel for you.