The razors-as-a-service model was the big win here. Microsoft moved office to subscriptions. Apple now sells iPhone via a hardware subscription. Amazon has product subscriptions and on-demand buttons you stick on your washing machine that you can press once for a refill.

Gillette doesn't do direct sales so it misses out on subs. It must rely on retailers to execute subs. If Gillette did subs for $10 they could greatly impact their "base" dynamics, essentially: low churn, consumer inertia, recurring and predictable revenues, direct channel to consumer for marketing and cross/up sells, streamlined billing, etc.