Why does the online I94 form require VWP applicants to buy ESTA?

I'm a EU citizen living in Canada. I'm taking a road trip to the US next week. According to the CBP website, I don't need to renew my ESTA to do so.
In hopes of slightly accelerating the paperwork at the border, I just tried to fill out and pay for the I94 form ahead of time. However, the slick new online form doesn't let me do so, because I don't have a valid ESTA anymore.
Given that ESTA is a transparent money grab rather than a security measure (of the $14 fee, $10 goes to fund tourism ads and $4 goes to fund CBP), this seems like CBP is actively trying to con visitors into paying for something they don't need. Am I missing something?
Best Answer
Unfortunately that's how the CBP website is setup at the moment - they expect you to have an ESTA by default, even though its not required for land crossings. Short of complaining to CBP and asking them to modify the website, there's not much you can do.
However do note that their online form doesn't end up saving much time for you in practice as per Would I save much time by applying for an I-94 online before arriving to a land border?
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Who needs VWP?
Who is required to apply for ESTA? All eligible nationals or citizens of VWP countries who plan to travel to the United States for temporary business or pleasure under VWP are required to receive an authorization through ESTA prior to boarding a U.S.-bound airplane or vessel.What is a VWP country?
The Visa Waiver Program (VWP), administered by the Department of Homeland Security (DHS) in consultation with the State Department, permits citizens of 40 countries to travel to the United States for business or tourism for stays of up to 90 days without a visa.Why am I being asked for an ESTA?
The ESTA eligibility questions are to profile you to know if you will pose a threat to US security and public safety. Your response to these questions will determine if the US Department of Homeland Security will approve your ESTA application or not.Can I apply for an ESTA without having confirmed travel plans?
Yes. Specific travel plans are not mandatory at the time of application, but you will need a U.S. point of contact.What 10 things YOU must to know about ESTA travel authorization. Visa Waiver Program
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