[jfengel]

If you're not paying for it, and not watching it, they don't much care that you're not going to subscribe.

They'd rather have you subscribe, and will continue to produce stuff that they hope will attract you. But they're aware that there are numerous services and they're going to have to share your attention (and your dollars).

It's "the beginning of the end" only in that they're not expanding any more because pretty much everybody on the planet has one or more of these services. It shifts from an expansion policy to a maintenance one, where people will probably jump from service to service, and continue to hope that they'll hit on that blockbuster show that causes people to want to pick them.

That's not unique to them. Everybody is in the same boat. Expect a similar course from other providers.