Personally, I feel they are very close to being sued. It is illegal to discriminate against anyone on the basis of appearance. Thats like them saying, you can't join cause your black or you have blond hair or your short or tall. that is 100% illegal. In the past, they have sort of hid their true feelings about not wanting bodybuiders from joining.
All its going to take is just one bodybuilder or serious lifter to file a law suit and that will end thier ways of doing business. Their commercials are so obviously bias against lifters, it doesn't take a genious to see it. No business can discriminate, end of story. sure, they can have their rules of conduct, but they are now making it so plainly obvious they don't want bodybuilders, their ways of doing business will come to an end within a few years, if that.