Exactly this happened in France about 15 years ago when movie theaters introduced unlimited subscriptions. They had to restrict entry on Saturday evenings, othe

Exactly this happened in France about 15 years ago when movie theaters introduced unlimited subscriptions. They had to restrict entry on Saturday evenings, otherwise people would come only to disrupt the movie for everyone else (sorry, no reference). When the marginal cost of something is 0, people will attach very little value to it.