It looks like a bill if you don't read the bit that says "THIS IS NOT A BILL"?
So everybody agrees that they are deliberately trying to trick you; by giving their offer the graphical appearance of a bill. IMO that's fraud.
It's certainly not honest business conduct.
Well buddy, if you're in the habit of just randomly throwing your money at anyone who shoves a bit of paper in your face
I am in the that habit... In most cases the bill is probably legitimate, and it's a lot of work for me to validate that everything is correct. Even more work and cost, if I decide to fight a bill. Often the cheapest way out is to pay.
You right that failure to pay a "fake" bill, like have no consequences, but failure to pay a legitimate bill on time, because I could validate it, will cost me late payment fee, etc...