They're not playing dumb, just as a magazine subscription isn't playing dumb by not phoning you up to see if you want every magazine. If you sign up to a subscription, you are saying you want it until it's cancelled. If you just want them one at a time, go buy each one in a shop.
A magazine subscription is entirely different. With online services the company can trivially monitor your usage (and likely already do to sell your data / make UX decisions)
