The only reason that I (and I suspect many many other people) pay for it is because of the value proposition of not having ads on Youtube + Youtube Music for slightly more than Spotify. They better be careful about their subscriptions because their service is also available for free. If I feel like im being ripped off, instead of them getting 12$ a month they will get 0$ and I will still get to use the service. It's different from Netflix in that in their case there is no free tier to go back to.