You could say that if the consumer buys into the VIP Membership than it's buyer beware - but the first time you order you really pay attention to the 'first order for $$' and don't necessarily see the part about it is going to cost you money every month. It's online shopping - why would you think you were going to pay $49.95 each month? It might not be a scam but it is misleading as you don't expect the very high membership cost. I'd advise not shopping at Fabletics.