HAHAHAHA. Well, it actually gets worse. If you cancel the auto renewal, then go into Google and search for "ssl certificate" you'll get a wonderful ad (at the very top) that is for $12.99 (with the quote "why pay more"). You can then buy that cert and it gives you the exact same thing as the renewal (admittedly a bit more work, but is the convenience of auto-renewal really worth $37?).
Been doing this for the last 3 years: they are TRULY retarded for using such a scheme but hey! It catches some people, so I guess tactics like that got them the $2bn "investment" from the friends at Silver Lake.