"... are you surprised that companies have no choice to use an advertising revenue model." I am surprised that they continue to believe that they should have a

"... are you surprised that companies have no choice to use an advertising revenue model." I am surprised that they continue to believe that they should have any revenue "[W]hen people aren't willing to pay for 1-2 coffees for a month of unlimited music streaming." It's like realising people do not want to pay for what you are selling and then, instead of owning up to the fact you therefore have no viable business, you turn around and vengefully sell those same people out, keeping them around by reducing price to 0. There is no business regarding that service. You find a new customer (advertisers) and sell something else (ads). Then you portray the original "service" as your business. No matter how popular this has become, it is still a sham. Selling ads is a different service with a different customer. It is not the same business. There are probably some Internet service companies that do manage to sustain themselves on paid subscriptions. Perhaps they are few and far between. Pretending that a successful ad sales business is the same thing as a successful Internet-based paid subscription service is disengenous.