The recurring billing business model is a dark pattern, is anti-consumer, and will eventually get in trouble with the FTC.

See http://www.bloomberg.com/features/2016-adore-me/

I was looking at email deliverability services and related offerings (managed email marketing platforms) and I found it really hard to look at all of the offerings that made me choose a $10 a month plan or a $30 a month plan or a $70 a month plan when I really (1) did not know how many emails I would be sending in the long term, and (2) did not want to deal with the cognitive load of having yet another subscription to manage.

You know in their heart of hearts they are just hoping I sign up for the $70 plan and forget about it. I built my own email marketing platform based on AWS DynamoDB, Lambda, and Amazon SES and I like the fact that it has a cost based on what I send.