Agreed, it's usually nothing to do with the fact they weren't viable before, it's just that subscriptions are more profitable.
With cost of living crisis and such, soon enough though it won't be able to last. People are already cancelling one of the biggest main subscriptions they have (netflix).
Also I fear this is really changing society. Many years ago, as you got older you got into a better place in life because you had saved up and bought all the stuff you need and slowly aqquired good equipment and everything you need.
Now our lives are full of tech that needs to be replaced every couple of years, heck even now headphones have gone wireless, your headphones needs replacing every few years and now with more and more things being subscription, it's fine when your are young, but your not able to save so much as your constantly having to replace/buy new stuff, when your older what happens? You don't have the same stuff you would have built up in the past, you need to keep paying for it all.