It seems like there's something misleading going on with the paying with time trend. Companies can increase "engagement" for a while by making their experiences

It seems like there's something misleading going on with the paying with time trend. Companies can increase "engagement" for a while by making their experiences waste more of their users' time. There's a frog boiling effect where people don't really notice incremental changes but one day suddenly realize the service doesn't seem like a good use of their time any more and they ditch it completely. This has happened to me with Netflix, Facebook and Instagram and while it's not super common yet there does seem to be a bit of a trend of early adopter types ditching these services. From the company's point of view this might look like a positive trend in engagement followed by a sudden hard to explain complete drop off.