But the first person interviewed was already a subscriber. They bought the hardware. They were paying for the content. He was making a pretty healthy contributi

But the first person interviewed was already a subscriber. They bought the hardware. They were paying for the content. He was making a pretty healthy contribution to their bottom line. Now that customer is alienated to the point of being interviewed for an article. I'm guessing they wouldn't recommend it to a friend or family. Taking away stuff from paying customers seems like a path towards not having recurring customers. If it was just about the money, they should have e.g. have pop-up ads cover the screen only for non-subscribers, such that people aren't inclined to buy the device, not subscribe to the ifit content, and watch youtube instructors or whatever.