Perhaps it's a volume thing? I suspect that "I want to be entertained" is a bit more universal than "I want to find a mate" or "I want to manage my project."

Perhaps it's a volume thing? I suspect that "I want to be entertained" is a bit more universal than "I want to find a mate" or "I want to manage my project." So maybe they're finding some kind of sweet spot there? The thing is, I use Watch Instantly sporadically. Sometimes hardcore, every night, for a week when I just need a break from everything, and other times not more than once or twice a month. $9 is such a fair amount of money to ask, I just let them bill away regardless, because I want to have it immediately if and when I want it. So it could also be that <$10 is just the right amount of auto-pilot billing to maximize their revenue for spotty users.