Why have they over-complicated cancelling your membership?

I think I had to click "cancel membership" five times before it finally got through, it kept giving me the roadmap and tried to rope me in several times while repeatedly asking "are you REALLY sure?". Surely it wasn't like this a few months ago?

I usually only play for a month or two at a time and then cancel my membership while I wait for my desire to play to come back to save a bit of cash during my off-time. It's just weird how annoying it's become to cancel your membership nowadays. Shouldn't cancelling a subscription be as easy as signing up for it in the first place?