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Just another hurdle!
Such language is inserted by the big corporation legal weasels, in order to add another hurdle for the customer to jump over in order to file a lawsuit. The plaintiff's lawyer first has to fight the issue of binding arbitration before the legal system can address the customers complaint. This technique is used by scumbag corporate lawyers in order to raise the cost to prosecute a case. Unless the Judge throws out the binding arbitration clause the customer winds up sucking wind.