You pointed out a big issue that leads me to believe that, regardless of what lightning does, current subscription models are on the way out.

We have a plethora of services that bank on an inactive community to fund their company. It's not a genuine business relationship keeping the company alive, it's profiting off complacency.

You can probably think of tons of industries doing the same thing.

We don't know how it'll play out, but I think Lightning will step in to bring companies and their customers closer. People will be more mindful of their spending, and that's a good thing. It promotes more valuable exchange between each party.