Comment by Terr_

Separately from the "who thinks it's actually a good UX" question, I think we should also consider the strategic-villainy of established companies which try to slowly shift their captive customer-base into something weird that creates a barrier to leaving.

Yeah, you lose some people with a shifting target, but it's easier to make them swallow 1% different every month than 50% different (to a competitor) all at once.