Call me an optimist but I see a huge opportunity to capture additional $'s from less price as sensitive people like me. I'd happily hand over more money to the artists I actually like and listen to regularly but no platform gives me the means to do that (ala twitch cheer). They should start building premium features that connect subscribers more intimately with artists through gigs, merchandise or content. I see a lot of headroom in the price - $14.99/mo for 6 accounts (family plan) IMHO is very cheap.