Agree that the article is a bit thin. The adding more products isn't such an ingenious strategy, pretty logical if you ask me.
I like the snooze function though, one of those extremely powerful ideas that make consumers happy.
It wasn't only adding products, but adding the flexibility to easily add/remove products via a customer dashboard (while we curated/marketed products we liked) that allowed us to up our AOV. When we launched it was just "pick your plan" and we'd automate the rest -- so we sacrificed a little of the simplicity of automation for the flexibility of service and customization.
Nothing ingenious, just a decision we made that worked.
