I'm not convinced that adding massively more conte

I'm not convinced that adding massively more content right now is necessary. They already have an impressive amount of content (more than 500 PPV cinema films currently), and adding at a fixed regular interval, say 50 titles or so each month, like they do now, is OK in my opinion. Furthermore, they might still be short of cash, judged by the fact that they now add mostly cheaper Alchemy titles.

I would prefer they get UF on the missing "coming soon" platforms ASAP, and then market the hell out of it.

And then there is company credibility, and IR.
That's another, sad story.