> Try putting a confirmation screen in your app that makes the user press "Renew" each month before the app charges them again. That would move you toward the moral end of the spectrum, but it would gut your sales.

I like this experiment. If I had to bet, I think you're right that it would reduce revenue.

OTOH, to be fair, try this approach in the old-fashioned model... take the standard (large) transaction up front, offer a lifetime money-back guarantee (a very moral policy, to be sure), and then put a launch dialog in your app with two buttons: "Refund Now" and "Continue Using".

I predict one would also see reduced revenues by taking what could be considered moral high ground in the non-subscription model.