When you sign up you agree to the fee being broken up in installments. I think they have spelled it out pretty clearly, actually one could consider it ‘free’ financing in a sense. While I don’t like what they have done I don’t see what the big deal is with it.
This: https://imgur.com/a/yQFQRKF is what you see when looking at prices and after clicking Buy Now. It says "annual plan, paid monthly", but doesn't state the fee, it vaguely mentions the price. Clicking 'learn more' does not tell you the fee. It think it's deceptive, at best.
if you click the drop down, it shows you not only your other options but also the prices.