Corporate greed reigns supreme again...
Ok, excluding PC tech-savvy users, for which this service offers little; why the $9.99???
Why not $1.99? Are they seriously suggesting that my monthly Youtube activity puts $10 in their pocket? I absolutely, and utterly, do not think so.
At $1.99, this is the sort of thing every kid in the playground asks mom & dad for, and a $1.99 direct debit will likely be overlooked in the hardest of financial times too. Imagine the conversation with the wife when times are tuff... "Honey! $10 to charity? Cut. $10 for mobile add-ons? Cut. $10 to Youtube? Definitely cut." But at something missable like $1.99, it could run for decades.
And they'd still make money. They'd be tied to countless more bank accounts across the world.
My d.d. to Cancer Research is less than 10/month, and has been running for 15yrs, no matter how broke I've been, or not been. See the patten Google?