Slim' is right about the inertia of many patrons. Subscriptions are a fairly typical business model and it works well in no small part because of this non-response by subscribers. LE can probably bank on this for a while but with the typical lifespan of a credit/debit card being 2-4 years the trend will inexorably decline unless he steps up his game.
He's circling the drain but it may be a while longer before he gets flushed away.