The amazing thing is that they probably could have made a go at it focusing on paying out more to artists (despite the fact that it's not the fault of competing services for negotiating the best rates they could with the labels). Or, maybe making a go at the sound quality argument but priced the same as Spotify Premium. Like you, I wouldn't be surprised if they eventually go 24b/96K, but that will be really difficult since that would drastically limit their catalog.