Silence, you mortal Fuck!
Personally, they may have stemmed the tide a bit if they just made it $20.
The plan "worked" - they went from 20,000 subscribers in December of 2016 to over 2 million now. I think it won't be long until they split their subscriber base into tiers and make people choose between two plans: 4 movies a month for $9.95, and unlimited movies for $20 or $30 bucks a month. They will lose some subscribers of course, but I think I'm averaging only 2 or 3 movies per month, so I'd be fine with a 4 movie limit. I'm guessing the majority of subscribers are in my boat.