>>replwo+(OP)
The only thing that has saved Netflix, kinda, so far is that they left the "current" plan alone (though they still throw in their "occasional" small price hikes) and added a new tier with ads. Which they didn't try hard at all to get anyone to switch to.
This other direction, of "oh, that was nice, we're taking it, and you can pay more to have it back" has a different psychological feel to it. Amazon seems to think that it'll go over fine; time will tell.