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Perhaps users were sharing their pass with their friends and they're trying to curb this?

that was my thought too. i go see Star Wars on Monday you go see it on Friday and we share the subscription price.

It would be tough, you can’t sign into a different phone that often, you need to share a physical card, and you need to check in

Or buy the same ticket more than once and hand it to your friend. Hence take a picture of the ticket being a requirement now.