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 blame here belongs to the FTC for its rushed and sloppy process that put the rule on shaky ground legally.
The FTC didn’t make that rule.
Who do you think created that rule that anything that lost money for advertisers? I’ll give you one guess
The fact that you’re indignant that someone doesn’t agree with the argument is absolutely absurd.
The law/rule constraint was corrupt from the outset in order to provide multiple avenues for capital to ensure they don’t lose their profits.
Believe me, I'm incredibly disappointed that this didn't work. I paid a Planet Fitness membership for a year after I had moved to a place too far away from any PF location to reasonably use it, just because the cancellation process was so convoluted that it took me ages to figure out how to cancel. I think that companies should be held liable when they employ predatory business practices like this. I agree with your premise, that the limit is too low and there's nothing to stop companies from lying about the cost to implement the rule. But the law is the law is the law is the law. Courts exist to interpret the law, and in this case, the law they were asked to interpret was whether the FTC had abided by the $100M cap. They found reasonable justification to rule that they had not.
Again, I get the desire to be up in arms over this. But recent events have shown just how fragile our legal system is when people decide that the rules can just be ignored, and I wish that people would be more hesitant to throw the baby out with the bathwater, even when doing so would mean I wouldn't have to pay planet fitness $20/mo for a year.