While it may be legal, it is still a rip-off and demonstrates that Chord cannot be considered a serious company (like unfortunately so many in the audio business). But ASR is here to expose them!as long as they can get it. what is wrong with that. As far as i know they are a "for profit" company.
Kudo's to them for pulling the wool over peoples eyes. Buyers do not have a gun stuck to their heads. It is by choice (at least in the US)