Best Brand Values Fine print in user agreement cost me 9.95 a month membership Boca Raton, Florida

Best Brand Values is engaged in business practices that are shady and unethical at best, and possibly illegal (the case could be made) at worst.  In the summer of 2010, I purchased a book online.  Upon going to the Checkout, it offered me the opportunity to save money by joining their membership.  There was a big green button that said 'Sign Me Up', which I bypassed, and clicked on the much smaller link that said 'No Thanks, just take me to checkout'.  I clicked the latter of the two, thinking I was declining their membership offer.  Then I go to Checkout, and I am required to check the box 'read and agree to Terms of Use' in order to proceed with Checkout.  Does anyone read these 'terms'?  Never!  But you should.  That's where it tells you that by making a purchase, you are indeed enrolling in their membership program (which deducts $9.95 out of your account every month).  Shame on all of us for not reading the 'Terms of Use' very closely.  Shame on Best Brand Values for misleading shoppers into thinking you can actually opt-out of their membership, by clicking on a 'No Thanks' link, and only telling you about the automatic enrollment in the rarely-read Terms of Use.  Buyer BEWARE.