Those changes seem more like boiling the frog because the content they're looking for is only available on YT.

I'm a firm believer in the issue being one of pricing, not that the consumer is willing to pay nothing at all.

I have this view because we've already seen how users flocked to iTunes, then Spotify/Apple Music and Netflix/other streaming services when the pricing was right. We are also now watching as people depart streaming services and return to direct sales and P2P file-sharing due to incrementally higher prices.

To me that's a sure indicator of price being the problem, not an insatiable appetite for zero cost.

The math largely makes sense too. Particularly in music if you're the type that has a taste for a genre of music, rather than just wanting to listen to the top 40.