What other reason would there be? Because any friction in the sign-up process reduces conversion rates, often dramatically in cases like this. Importantly, tha

What other reason would there be? Because any friction in the sign-up process reduces conversion rates, often dramatically in cases like this. Importantly, that applies to customers who would otherwise decide to continue just the same as to those who want to cancel but forgot to do so. Remember, the only reason a business is offering you a free trial of anything is normally to increase the chances that you'll decide to stay with them and pay them money. If you don't like that arrangement, no-one is forcing you to sign up for the free trial! Obviously it's scummy behaviour if a business signs you up for something in the small print and then makes it unreasonably difficult to exercise your right to cancel. I don't see anyone disputing that. But if someone has knowingly signed up for a trial, if it was clearly stated up-front that if they don't cancel before the end of the trial period then they'll start paying to continue using the service, and if a reasonable means to cancel was provided, I just don't see the problem here.