We have sometimes been practitioners of the churn when subscribing to streaming services. We hop monthly from service to service gobbling up all the wanted content and then unsubscribing. It saves some money in the process. It’s not a lot of money. For us, it is more money for books.

We confess we feel somewhat guilty. Churners surely make profits and costs less predictable for streaming services.

But this weekend we received an email from a streaming service that made us smile and relish churning. It said in part: “We are clarifying that, as we continue to increase the breadth and depth of the content we make available to you, circumstances may require that certain titles and types of content include ads, even in our ‘no ads’ or ‘ad free’ subscription tiers.”

We can understand why a streaming service may be required to include some ads. Presumably, though, it noticed that it would be required to do so in contracts and agreements. So in the contract with consumers, instead of purporting to sell them a subscription tier as “no ads” or “ad free,” just say “ads reduced” or something that is accurate. More outright honesty might buy less churn.