The EFF isn't saying it's a surprise that companies are doing this. Nobody's surprised by that. They're drawing attention to it and saying they shouldn't be allowed to.
At least with a car you know exactly what you're getting, you might not value it but many people out there are absolutely getting their money's worth back from a 100k car, be it ego or aesthetics or whatever, a gambling addict is just getting exploited and abused, there's no positive to it.