Ooh!  A free carwash. That's something that will reactivate me.  (My guess: They wanted to make some sort of year-end active user goal).  I get this page:

I click the button, ignoring the dull-gray de-emphasized text.  ("I already know what this service does. I've used them before.")
I get their usual booking page, try to reserve a car-wash ("Sorry, we're all booked for today."), and only when clicking around do I notice a "Membership" link on their Account page…

I have "1 carwash remaining this month".  My next bill date is "12/12/2012".
The?
Fuck?
No confirmation email.  No banner saying "You're now in a recurring plan."  This is the kind of bullshit that Zynga never dared pull.

I'm doing a startup. I get the need to improve your retention. I understand how much more profitable recurring payment plans compared to one-time.  But this?
Fuck you, Cherry.  I'm taking this rant public.
And I'm going to leave the recurring account open, and demand a chargeback from my bank, so you're going to get hit by that too.  Fuck you very very much.

[POSTSCRIPT] Cherry have changed the button text and cancelled the memberships of those who signed up, which was the correct action. But leaving this here as a reminder to them not to be rancid dickbags in the future.