I really wonder about the payoff in the continual cat and mouse game here. At some point, you are going to be paying a sizeable sum to your devs to try a lock out a relatively small amount of technically capable people who will circumvent the system rather than pay a subscription fee. I agree making a little harder once probably convinced a few people to pay up...but after that it has to be diminishing returns and eventually negative returns. I wonder what the tradeoff would be if they marketed their system was one that as open and you could do so many things with it. Like, imagine if the commercials showed how you could use your treadmill but also connect to any app you wanted, like Netflix. To me, that would be a big draw.