In the case of JustFab, they excel because they fixed the problems, and they are running a profitable service their customers want.
That article is from two years ago, and they've clarified their checkout process since then. I just tried it and there's a big "VIP Membership Program" checkbox which you can un-check to buy a single item, or check to buy a subscription, which explains that you'll be shipped and charged for an item every month. There's a 24/7 phone to cancel. It's all above the fold and doesn't come across as shady.
In any case, step back and think. Deceiving your customer base might work for the short term, but wouldn't for the long term.
That article is from two years ago, and they've clarified their checkout process since then. I just tried it and there's a big "VIP Membership Program" checkbox which you can un-check to buy a single item, or check to buy a subscription, which explains that you'll be shipped and charged for an item every month. There's a 24/7 phone to cancel. It's all above the fold and doesn't come across as shady.
In any case, step back and think. Deceiving your customer base might work for the short term, but wouldn't for the long term.