“I like to think that we can optimize the area under the demand curve with different price points that fits users needs so thinking through you know these buyer cohorts will help with some of those concerns about cannibalizing.”

Optimize the Area Under the Demand Curve — Different Price Points for Different Wallet Sizes

Once a subscription offering is saturated, every remaining non-buyer has either a different budget or a different preference. Framing this as 'filling the area under the demand curve' — adding lower price-point consumables alongside the existing subscription — neutralises cannibalization fears: the incremental buyers were never going to convert on a subscription regardless.