Isn't that how all those things work? Free or discounted offer upfront – attractive as a gift – and then rely on people forgetting or not being bothered to cancel.
I have a Brewdog Fanzine thing from somewhere, I think I pay for it or it might just be one of the things that happen because I talked to someone once when I was drunk, but anyway, three beers every fortnight and they're usually an interesting and pretty good selection. That said, I'm generally happy to browse in a shop. Which is why I went out for a loaf of bread and wobbled back with 12 large cans of beers yesterday. I suspect some of them cost more than £3...