I would assume they feel the same way anyone who has ever had phone, cable, or internet service feels. Outside of a contract, prices go up over time. You send out an email 30 days in advance, tell them it's going to happen, and then do it. If they want to cancel and get a refund, ok, no big deal.

Virtually everyone is familier with recurring billing so I think offering it is entirely for the customer's convenience and in no way a bait and switch or any other kind of attempt to rip-off a customer.