The blame falls also on businesses which take money for services they don't deliver. They often know, and otherwise often could know, when subscribers are not using the service. If you're a business, you should earn your revenue, otherwise you are frauds. This particular behavior is little better than taking money and simply refusing to provide service. Don't tell me it's unintentional - you know what's happening and could easily stop it.
It should be shame that also falls on them, but somehow we give businesses a pass. No matter how awful or shameful, people say 'it's business' and those magic words absolve every evil. If you took monthly payment from your elderly neighbor to shovel their walk and it never snowed, it would be shameful to keep taking it - people's opinions of you would change negatively if they heard about it. If you said 'well, they have autopay setup and didn't stop it', you would look even worse!
It should be shame that also falls on them, but somehow we give businesses a pass. No matter how awful or shameful, people say 'it's business' and those magic words absolve every evil. If you took monthly payment from your elderly neighbor to shovel their walk and it never snowed, it would be shameful to keep taking it - people's opinions of you would change negatively if they heard about it. If you said 'well, they have autopay setup and didn't stop it', you would look even worse!