This is even a somewhat less aggressive flow than it used to be, I think. I dug up this screenshot of a part of the cancellation process as it existed when I went through it in 2018 or 2019, which confused me at the time: https://i0.wp.com/ebookfriendly.com/wp-content/uploads/2019/...
I had an annual subscription, and the options on that page made it seem like if I were to cancel that I'd actually lose access immediately, forfeiting the remaining value I'd already paid for. That wasn't in fact the case, but clearly it was designed to guide you into using the "Remind Me" button instead, which I imagine is a very leaky bucket—surely many people who fully intended to cancel would wind up missing the notification three days before renewal and get billed for another year.
Additionally, the text of the buttons and lack of explanation of what's going to happen gives that screen some finality: if I click "End my Benefits" does that mean they end immediately with no recourse? The next page actually showed that you could end and get a refund, or end at the end of the already-paid period, but it was obviously designed to make you uncertain.
https://youtube.com/shorts/FYnr1llUVG0?si=xzMV-Q7NHdtfoKSs