My point wasn't to argue one reason or another about why Hulu's change (if indeed it happens) will be good for them, or bad. My point was that the company is aware of everything you just said. You thought about it for a while, mulled it over for a few minutes, maybe read an article or two, and came up with reasons you thought it wouldn't work. Don't you think Hulu has done that? Don't you think they've commissioned studies, consulted analysts, and looked carefully into the histories of subscription-based services similar to what they're considering?

It's fine for you (and everyone else) to have opinions on the outcome of change. All I'm saying is that Hulu has one too, and it's probably based on a lot more research and data than anything we can come up with. Even so, they may be wrong. HOWEVER, that does not mean they are stupid, blind, short-sighted, or any other adjective you may choose.

"Changing from an ad-supported business model to a subscription-supported business model will be difficult, and will drive away viewers." Hulu knows that. If they make the change anyway, you can bet there will be good reasons behind it.