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.
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.
People do it all the time, at all levels of scale and severity. You might as well take issue with the US government not having a "click to cancel" option on NATO or something.
This isn't about cancellation fees, a fixed-term commitment, or anything of the sort. It's agreeing that "you can cancel by filling out the form" without mentioning that to get the form you need to climb down into an unlit basement, and find the form in a maze of unlabeled filing cabinets while evading the guard leopard.
You're always paying a fee somewhere to hedge against cancellation risk somewhere in the system. There is no free lunch. It's either going to be in the asking price or at the tail end. You can force everyone to raise their asking price and hence price millions of people out of Netflix for every $1/month you go up, or you can let people self-select.