The Interactive Advertising Bureau (IAB) and several cable providers have initiated a lawsuit against the Federal Trade Commission (FTC) to annul the 'Click to Cancel' rule. This legal action raises concerns about the implications of customer lifetime value and overall customer experience, as highlighted by industry experts. The FTC's 'Click to Cancel' rule aims to simplify the cancellation process for subscription services, but the plaintiffs argue that the rule has not adequately considered the long-term impact on customer relationships. The lawsuit reflects ongoing tensions between regulatory measures and the interests of service providers in the subscription economy.