I must be missing some context here: people are cancelling their subscriptions because they don't like the subscription model? Surely if they dislike the subscription model they shouldn't have...bought...a...subscription?
Unless their desire to play the game overrode their subscription aversion, but then the problem is that the game has failed to be sufficiently desirable as to maintain that situation.
I just... The logic of "I hate subscriptions so I'm going to buy one then cancel it" baffles me.