What in the fuckety fuckfuck?

The constant rising tide of "oh, we're adding ads to your current tier, but here's a new ad-free upgrade option!" was bad enough. But "Actually no, you can't even pay for ad-free streaming if you want to. Gfys." is sooo fucked. What are they even thinking, from a business perspective, do they really believe they have their user base so locked in that they can get away with this? (Don't answer that; the sad truth is, they probably do believe so, and they're probably right...).

Also, that on-screen prompt better include an option for an immediate downgrade and/or pro-rated refund (it probably doesn't).