This is something that comes up so often, particularly in the past few years, and I'm surprised at how little push back there is. It's not that people are unwilling. It's that the average American, in real terms, is increasingly broke. Any number of businesses would have collapsed in the last 20-30 years - music, selling physical albums; cable TV, with reasonable bills; air travel, without security theater and sardine can booking - if not for ad-supported revenue, all-you-can-eat subscriptions, and/or barebones service. And that's because most Americans don't have the disposable income to actually buy and own things anymore. What I'll give is that it's been such a slow boil that I don't think people realized it before. But now that even basics - food, housing, transportation, education - are unattainable or warped to where the customer is the product or degraded to the point of being unrecognizable, there's really no excuse anymore.