They had to have realized that competition was coming to the space they were occupying and that relying on content owned by others would be an eventual death sentence. A lot of the content they were showing was licensed from others and those others, such as Disney, would be setting up their own...
I would find constantly canceling and re-subscribing to be nothing but a hassle. I know if I did that that any shows of interest to me would eventually be less of a hassle to stop watching than constantly having to keep track of when they were showing up in order to resubscribe.