"he gets it going and the subscribers don't come on board to support it....and let it grow. It's a no brainer."
every time you say this, I'm going to call BULLSHIT on you. Just stop. It's not true.
Let me use little words:
you do not have subscriber numbers in front of you. You have NO IDEA how many people subscribed, and how many people CANCELLED their subscriptions.
my assumption (and I don't like doing that) is that THOSE NUMBERS WERE in 'the audit' that was, ahem.. 'being certified" (WHAT A F'N crock of shit THAT was)...and those attrition numbers were dismal. just mvho, of course.