> The $9.95 “unlimited” plan was a temporary marketing gimmick to drive subscriber growth, and MoviePass was losing money as a result.<p>Oh come on now, who didn't realize this? It was obviously a loss-leader. Sure they could have done $19.95 or $29.99, but then they would have paid more in marketing / advertising.<p>Maybe they were deceptive about how sustainable the biz model was at that price point? But God help any investor who couldn't tell that $9.95 didn't have a long term future.<p>Love might be blind, but evidently greed can be as well.