Subscriptions enable greater customer understanding. All subscribers have a unique ID, so companies can gather lots of data about them. That makes it easier to iterate and know what’s working and what’s not. When you have access to this kind of data, your whole mindset shifts. It doesn’t take two years of market research to launch a product that is (or isn’t) exactly right. We can learn. We can launch a beta product and iterate and improve with customer insight all of the time.