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but then Apple in year six or seven of the turns on subscriptions and says now we'll charge your card monthly here's the rule set when they moved com.com from $10 one time to $10 a month paradoxically consumption and conversion went up why you have to actually why well the reason was I believe that and you probably all know this anecdotally is that when you subscribe to something you say to yourself well I can always cancel that is the contract of subscriptions I subscribe to new york