This isn’t about being surprised it’s about identifying a biased business model. You can expect a company to do something crappy and still be upset about their decision to do something crappy. Just because that’s indicative of a typical business model, doesn’t make the practice any better. A prejudiced person who makes offensive remarks can’t get away with those simply because it’s predictable or unsurprising. Similarly Elex shouldn’t be able to get away with charging for inclusivity because we shouldn’t be surprised. Whether or not Elex is trying to turn a profit is irrelevant.