53. Plaintiff hereby incorporates by reference and re-alleges each and every allegation set forth in each and every preceding paragraph of this Complaint, as though fully set forth herein.   54. The Defendants violated the Missouri Merchandising Practices Act, Mo. Rev. Stat. chap. 407 (“MMPA”), by systematically using an arbitrary and unfair discriminatory pricing scheme in selling  the “Tinder Plus” service to all Missouri residents 30 years of age or older.   55. For at least the multiple independent reasons set forth supra, Defendants’ discriminatory pricing scheme constitutes an “unfair practice” pursuant to the MMPA, and is thus illegal under  Missouri law.   56. Pursuant to Defendants’ numerous violations of the MMPA, Plaintiffs were damaged, suffering ascertainable losses in the amount of additional fees paid over the life of their subscriptions to  “Tinder Plus” due to Defendants’ discriminatory pricing scheme.   57. Due to Defendants’ illegal conduct, Plaintiffs are entitled to restitution of all funds improperly obtained by Defendants.   58. Particularly because Defendants have long been on notice that their discriminatory pricing scheme is illegal and contrary to public policy yet have refused to reform and/or cease such  unfair practice, Defendants are liable to pay punitive damages under the MMPA.   59. Plaintiff hereby incorporates by reference and re-alleges each and every allegation set forth in each and every preceding paragraph of this Complaint, as though fully set forth herein.   60. The Defendants, in forcing all subscribers to “Tinder Plus” to agree to a procedurally and substantively unconscionable arbitration agreement, violated the MMPA.  11   61. The employment of any unconscionable term in connection with a transaction is an “unfair practice” in violation of the MMPA.  See, 15 Mo. C.S.R § 60–8.080(1) (2011).   62. Pursuant to Defendants’ numerous violations of the MMPA, Plaintiffs were damaged, suffering ascertainable losses in the amount of fees paid to Defendants for “Tinder Plus.”   63. Due to Defendants’ illegal conduct, Plaintiffs are entitled to restitution of all funds improperly obtained by Defendants.   64. Pursuant to Defendants’ numerous violations of the MMPA, Plaintiffs may recover compensatory damages, attorneys’ fees, and punitive damages. 