The $40 subscription is the killer not enabling them to expand to mass market beyond the cult following. Not everyone needs a spin-class type contents and some just want to stream Netflix / HBO or just hear some good beats.
If they need to expand their market beyond cult following, then they need to sell no-subscription options and focus on making the margin when selling the equipment.
If they need to expand their market beyond cult following, then they need to sell no-subscription options and focus on making the margin when selling the equipment.