It looked very genuine to be fair! Because if I thought it would be a scam, I would doubt that the official railcard website would even put a link to that!
Yes, that's the aim I think.
There is an overly small caption underneath it, which says the following:
Click above to join our partner program for 15 pounds/month and claim your reward
Presumably the idea of writing it like this is to make it look as if it's something called a partner program and is run by Railcard, rather than a program run by a "partner" of Railcard, as people may be more inclined to trust it if it's the former. And also if they can get people to complain in the first instance to Railcard rather than Complete Savings once they notice they're being charged monthly, then it might delay them into another month so that they can take one more £15 payment before they finally get the cancellation request.
"15 pounds/month" is also a blatant attempt to trick people who look around the page for a pound (£) symbol as a way to check they aren't agreeing to pay for something.
Though I'm not surprised people fall for it initially, as it's very deceptive, once you look at the way the company acts it's pretty clear it's not something good to be associated with. For what it's worth, I think little to none of the blame for this lies with the victims. It's the fault of RDG for shepherding well-meaning consumers into it.
I might FOI them and ask how much money they are making from this, though it will probably be turned down under the awful get-out-of-jail-free-card "commercial interests" exemption.
