I find this incredibly misleading. Absolutely no where on the home page is there any hint or mention of a subscription service. The user finds a pair of boots, decides to buy them and enters what appears to be a standard checkout process.

In the screenshot you uploaded, is a standard checkout screen you would see on any e-commerce site. The only difference is there is what appears to be an ad/upsell to some VIP program that I'm sure no one pays attention to.

I've done a lot of work in product & usability in the shopping/e-commerce space and in my opinion, this flow is intentionally misleading.