It’s like they are trying to irritate people into canceling their accounts.
Imo, this one might actually be worse than the account sharing and cause people to quit. As soon as you have people messing around with their subscription version, it’s all too easy to just say “nah, I actually don’t want this anymore”.
This is a super interesting discussion, given how we started with expensive hard copies of movies and music, but then switched to piracy. Eventually streaming services became convenient and good enough that more and more people started paying instead. Now the service is bad enough that people are going back to piracy. What a wild ride.