[lucozade]

Asset ownership, actual ownership, is very inefficient. It's not obvious to me why a subscription is inherently worse than an interest bearing loan, hardly a modern invention, which is the traditional means to reduce the inefficiency.

Where there may be an issue is if it increases the efficiency too far. For example, it could make getting a new Lexus every year affordable to more people so more will do it. I can imagine that this will exacerbate excessive consumption rather than reduce it.

Now, in a very real sense this is less elitist than requiring upfront payment so it's not so clear cut, morally speaking.

As to the idea that this is an issue if you lose your job. Sure. If you don't have savings and aren't insuring your payments for your essentials then you could have an issue. But it's not dissimilar to assets, you're just running a more predictable risk.