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Regarding the gym membership comparison, one distinction is that many people get gym memberships for aspirational reasons, but don't actually like going to the gym. MoviePass demonstrated that people don't have the same aversion to going to the movies.

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I don't disagree although people may find they don't actually have the time to go out 2 nights a week.

I think the reply was trying to point out that if someone finds out they don't have time to go to the movies two nights a week they will cancel their movie pass. Because the gym is aspirational even if people don't have time one week they are more likely to tell themselves they will have time next week so they keep the gym membership.

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