For one thing, people will pay to be the kind of people who go to movies several times a month even if they do not actually go to movies several times a month.

For one thing, people will pay to be the kind of people who go to movies several times a month even if they do not actually go to movies several times a month. (You laugh, but the entire gym industry survives thanks to this. Ditto many other aspirational group memberships such as golf clubs, certain tutoring services, classes, etc etc.) Yep I think the freedom to do something is very appealing. Things like "Lifetime guarantee", "100% refund returns" or "no subscriptions, quit anytime" sell. I also rather pay slightly more, say for an ISP, if in exchange I'm not locked in for 2 years.