Seems like a great idea to me.
And why not? They provide a service in exchange for money. Use it, or not.
If they made it clear that this was freely available and were only offering it as a convenience for customers who genuinely did not want or were not able to do it, this would be true.
The problem is not that they offer the service. People offer services that any idiot could do all the time, and that's fine. Hell I can go to the store and buy onions which have been peeled and sliced for three times the price of plain old onions, and that's fine because they're not trying to make you believe that peeling an onion is impossible. If you're too stupid or too lazy to peel an onion and you've got more money than sense, I think that's fine.
The issue is how they represent that service. They are intentionally misleading people into believing that this service is not available for free, and that's not alright. You only have to follow the link RAM posted to see that even relatively tech-literate people saw the title, ad, or whatever and believed that there was no free alternative.