Trouble is, that's a big "if," and my fear is that their plan is less, "Make something worth $30/month," and more, "What we're offering is worth $30/month, and we just have to force those ungrateful customers into forking it over to us."
I do hope to be proven wrong. I like D&D. I'm pro business, and want businesses to make products so awesome that they make big bucks selling them.