Well established companies like Audible also try and hold on to every last customer they possibly can! Notice the more prominent colour and font on the ‘Put on Hold’ button?
Companies which try to pull such tricks don’t consider what effect it has on new customers that are looking to opt for the service. Such companies are actively propagating subscription phobia especially amongst customers trying out subscriptions for the first time. Many people avoid any products or services that require recurrent payments like the plague, and you will not be making it much easier for them to trust you if you use such methods. In your efforts to retain the few customers that you already have, you might be shutting out a whole lot more!
Such companies don’t understand the negative effect unsatisfied customers could have on the business. Such unsatisfied customers are often the most vocal about their views on the internet and otherwise and can cause a considerable blow to the reputation of the organization and in some cases even the sales.
In the end, the question organisations need to ask themselves is what is more important and impactful in the long term, is holding onto a handful of customers using dubious techniques worth the negative impact it can have on the business as a whole?