I think players operating in a legitimate market, without unauthorized and illegal alternatives or competitors, will have to respond to consumer demand. Any licensee will have to respond to consumer demand or they risk not getting a return. If you can't sell enough subscriptions or sign up enough subscribers, then you're not going to get a return, and you have to rethink your marketing, but if every product and every service is marketed based on that supply and demand mechanism, what's the alternative?
You don't artificially constrain a pricing system because there's unauthorized or illegal alternatives in the market. That's a distortion.