A YouTube video: Why Owning Nothing is so Expensive.

Subscriptions have become so common because the psychology is so effective.

The company makes the first use of the product way less of a cliff, more of a "try before you buy."

That allows users to start using new convenient tools way more easily, discovering just how useful they can be for them.

But then they forget about it, and they never have an "interrupt" that makes you think, "wait, do I still need this?"