The funny thing is, I don't think executives think this way. One example is Bezos where he says he imagines theres enough demand that people will subscribe to netflix and prime and hulu and hbo and ...
I'd drop 90% of the crap Amazon is shoveling under the Prime umbrella if I got 2 day shipping at a lower rate and didn't have to subsidize all their media ventures.
When they inevitably raise rates again I might actually have to reconsider if it's worth the cost any longer
https://youtu.be/guVxubbQQKE?t=42m41s