'Our long-term objective is to make printing a subscription' says HP CEO

I'm more surprised that they are making 3 billion in profits from the printer business! I'd be even more surprised if non-corporate customers were a big chunk of that. Anecdotal, but no one I know wants to buy a HP printer due to them not actually owning the printer, since any arbitrary DRM can be pushed on to the printer disabling its features.

I can see printing as a service be successful, since a large chunk of non-corporate users would prefer not to own a printer(and maintain it regularly), but outside of big cities it is a challenge to provide this service reliably.

I would like to see someone "disrupt" the consumer printer industry.

I will never buy an HP printer with my own money ever again. Kyocera and Brother make decent laser printers that don't do all the weird stuff HP printers do, like reach out over the internet to get new software without asking.