They foresee Moviepass flexing it's muscle to drop the average cost of tickets below what's already a low margin service. Also, I wonder how many Moviepass users get concessions each time they see a flick.
I buy a soda, and bring a friend with my extra pass and they usually get a large popcorn. Very happy with it. I've seen tons of good movies I wouldn't have seen with friends that I wouldn't have seen.
As a MoviePass customer I buy more concessions since my budget isn't blown on the ticket.