I agree with Gail. Has the color of the "subscribe" button changed, perhaps from blue to red? Surely your marketing people are aware that annoying people is not a good way to get them to purchase additional services?
Give new members something free. That works.
And these garish new buttons are especially irritating for reasons that probably haven't occurred to to the marketers. Many of us keep more than one window open at the same time. We may see the same button five or six times in the same view.