To be fair it seems mostly the younger generations that are taking the subscription/rental route, and that's who most of the marketing is aimed at today. Those of us in our 40s and up are less inclined because we see the long-term negatives associated with a monthly bill for things we're used to just paying for once and done with. But we are less and less the priority to these companies as we get older (we're also more likely to have had an actual personal finances class or three back in school so we keep a closer eye on our spending habits).