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There are a few things at play afaict:
  • the dominant form of payment online, credit cards, are ill-suited to small, one-time payments
    • high UX onboarding costs
    • high transaction fees relative to transaction size
  • recurring revenue is better for business
    • most of these auto-recur and people forget to cancel them
    • you can monetize mediocre content that no one would pay for directly and mediocre content is more common
    • you can forecast your earnings
  • people tend to do what everyone else is doing and assume there's good reason they aren't doing otherwise, and most people aren't doing pay-per-read