Are you saying these companies don't want to sell more product to us? Because that's the logical extension of your argument.

No, the argument is they want to sell more product to more people, not just more product (to the same people.) Given that a lot of their income is from flat-rate subscriptions, they make money with more people burning tokens rather than just burning more tokens.

After all, "the first hit's free" model doesn't apply to repeat customers ;-)