Doug, how far is page 2? Did you enter your info? Be interesting to see if you begin to get marketed, if their set up to "capture" on entery.I went into the order process 2 pages deep and was not notified of the "plan". Speaking strictly from the view point of a consumer (I am one in my spare time), not a flower guy I would be a very unhappy camper if I had taken the time to partially complete the order form only to have the "bad news" given to me at the end.
Linda,
Doug did not go through almost to the bitter end. The switch is there on the page prior to pressing payment icon (or on, as I cannot now remember specifically).
I do not think it is desperation...people will buy without, as you note, reading the details (of the $9.99 monthly fee) thinking it is too good to be true -which, as it usually is, it is!
I did go further into the membership agreement. It actually SOUNDS like a pretty good deal as long as you (the consumer) plan on purchasing flowers every month of the year. Every month they get charged $9.99 but also every month they *get* $25 off of their purchase. What that boils down to is that they only pay a buck for service/delivery instead of $15.99. Of course, the consumer thinks they are saving $15 ~ PLUS ~ they will then feel like they need to get their savings every month or forfeit the ten bucks. Nefarious.