If they've found that the platform isn't financially viable, then I understand that they need to do something, but it seems like they've moved a little too much over to the subscription plan
Or it could just be bad timing... Those on furlough are probably a little more conscious of £ these days, so suddenly being asked to pay for a service that previously was free (at a time when income has been reduced) is a little annoying.
What they offered for free was great - I only get out on the bike occasionally and it's good to compare times between rides, plus the fun time-comparisons with mates... Plus, I quite regularly used the "compare your time against those of the day" to see how busy certain routes/segments are.
Sure, £4 isn't much and probably less that a pint in a lot of places these days (or when pubs reopen, anyway). But, it's half of Netflix and tbh, for an occasional rider, it doesn't offer 1/2 the value/use of Netflix... Especially when I think about my last 12-24 months - either through injury, having 2 jobs, having a 1 year old, weather, etc. I know that there have been full months that I've not been out on the bike (despite wanting to).
In all honesty, I don't know of any of my usual riding mates (that don't already pay for it) willing to jump on it. I'm on the fence, as I would like to support the devs for a great product, but I kinda don't like the strongarm/drug-dealer approach to this, of getting you used to a product for free and then trapping it behind a paywall. In some respects, if it was a paid/use service (say 20p per ride/day of use) or only £1/month then I'm sure a lot more would just do it.