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If subscriptions work, they allow companies to consolidate market share and drive out competitors before loyalty wears thin, the impotence of voice becomes apparent, and customers head for the exit. If this approach succeeds, as examples like Amazon suggest, customers might find that when their loyalty finally fades, there’s nowhere else to go.

Subscriptions, also known as channel memberships, may include various benefits: private chat groups, expert paid content, paid Q&As, and native ecommerce.