1) I don't want to pay for content I won't watch.
2) I don't want to be required to pay for content I won't watch in order to watch content I want to watch.
3) I want to easily watch the content I want without needing to have dozens of different separate accounts or services. I mean similar to "press button, get bacon" style of easy.
4) I want to pay in money and nothing else. I don't want to pay with my data; I don't want to pay with my viewing history.
5) I want to watch whenever and wherever I choose, no take-backs.