No rip off at all. When you signed up for the program you got an email telling you how to cancel. In the FAQ section, there are very clear instructions for canceling the program. I copied them for you:
"to cancel your subscription, or if you have any questions at all, please call our Customer Care group toll-free at 1-888-625-8707. We’re here from 9 a.m.–8 p.m. EST, Monday through Friday, to answer your calls. We are always striving to make the South Beach Diet Online the best dieting experience on the Web, and your feedback is invaluable to us."
All the best,
Linda