hmm. I've spent more time thinking about the ethics of recurring billing than the effectiveness of recurring billing; The big problem I have with recurring billing is that recurring billing tends to capture money from the 'I forgot about it' customers... users have to take an action to cancel the account. Especially for small-dollar items, a recurring charge can go for months unnoticed.<p>I don't feel good about 'capturing value' from users who forgot to cancel... but the alternative (what I'm doing) is to make them take a positive action every renewal. (In my case, the account auto-renews, but it sends the user a bill that they have to actively pay; if they don't pay, the account goes away.)<p>Now, some people do prefer the 'bill me every month without asking' model... but I think the right thing to do is to make this an option; one option where the account will expire if the user doesn't take positive action to renew the account, and another option to automatically continue billing until the user asks to stop.<p>I don't know if many others feel this way, but as a user of subscription services, this is something I think about. I know that I'm probably going to forget to cancel, and that canceling is often difficult, so generally I consider services that don't autorenew to be much 'cheaper' even if they are the same price in terms of dollars.