Companies who've found themselves in a monopoly position don't get to make that choice without legal scrutiny, for good reason.

False promises of a service behind an unsolvable puzzle.

That's criminal deception.

The services were never truly to offer, and you've wasted a persons time and energy.

What if a store kept out undesirable customers by giving them an unsolvable puzzle? There'd be lawsuits.

Criminal? Not really. Usually in physical stores on private property 'management reserve the right to refuse admission' and they can do that any (legal) way they feel like, including stating that you can only gain admission once you have completed an impossible task, if that makes them happy.