If they do something like this, it shows such complete lack of confidence in their product. "The only reason why people would continue to use this product is... if we make it sufficiently difficult to cancel". When signing up for a product, if it uses tactics like this, I assume the product is no good, and even the producers of the product know it...
I also dislike this business practice, but I don’t think the only way it comes about is from lack of confidence in product/service. Let’s say you were building a startup and had to prioritize limited resources on everything that sucked about it. You’re talking to users, tracking various metrics, trying to get people to use it, and your backlog of things you wished you could do is 3+ years long. You’d build easy sign…
Currently what most companies (including startups) do is burying the cancellation instructions in some Knowledge Base, or forcing some back and forth via email or phone.
You can rationalise bad behaviour all day, but we all know very well the reason people don't make it easy to cancel.