This is a disingenuous argument. I too think they're engaging in law-making, but if that were their concern then they have the influence, time, and specialized knowledge to convince Congress to make it a law. You know, so everything's proper.
When the criminal says "hey, that's not fair, the legislature didn't make this thing illegal that should be illegal"... well, let's pass it as a law. Anyone not a criminal should be on board with that, including the complainants.
Make no mistake. This is fraud by any sane standard, fraud of the criminal sort. These companies should be fined tens of billions of dollars, if not more. Those who cannot afford such fines (Planet Fitness, etc), should be bankrupted, their assets sold at auction, and their executives and directors prohibited from ever holding such jobs again. Make the shareholders of these companies destitute.