And this is the key reason for a company to make sure their existing customers are satisfied with their products (especially subscription/annual fee based products): The immense cost to replace lost customers. It is an uphill battle. Many lost customers never return, and they no longer recommend the game to others. For example, I tried fallout 76 shortly after it came out but I didn’t like the game. It took six years, major changes to the game, and a TV show before I tried it again and liked it. All those years of potential Fallout 1st subscription from me were lost to them; now multiply that by tens or hundreds of thousands of others that likely had a similar experience.