I agree OP, this has put me off Tesco, a store which I normally prefer.
I did realise that the price shown is the 'normal' one and the lower price is the club card discounted one. But the lower price is shown on a bright background and stands out more....you think the goods are at the lower price and then realise no, it's the club card price.
I think it penalises those of us who have chosen not to have a club card. These loyalty cards aren't just to keep you shopping at the same store, they are also used to harvest demographic details, to target offers and in some cases to sell on details. They don't do the discounts for fun and to make it nice for shoppers, it's a marketing ploy to help the store.
I did a digital detox some years ago which included getting rid of all the store cards which tracked where I shopped and what I bought, and which could potentially be used to sell details on or for my stored details to be hacked. You may not agree, but it's my choice, and it feels as though those who choose not to have a card are being penalised.
However, I have recently found that Sainsbury's discounts are applied without any card, and that some of their products are cheaper even than the Tesco discounted price, so sorry Tesco, I'm shopping elsewhere now.....