They are likely aiming to maximize reach/mindshare. Get as many people hooked as possible. More important than minor upside from a few multi-Max users. EDIT: a

They are likely aiming to maximize reach/mindshare. Get as many people hooked as possible. More important than minor upside from a few multi-Max users. EDIT: also, the casual or gym-style members that pay every month but barely use the service are of course very valuable wrt margins