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Just cancelled our health insurance ($1,395/mo) and signed up for @JoinCrowdHealth instead ($595/mo). I'll try the experiment of saying "I'm paying cash" at the doctor's office, and see what happens.
These kinds of things only happen to people who are not ALL IN on one project. You need a portfolio mindset to see such opportunities and to pounce on them.
YouTube Premium has 125 million paid subscribers. Maybe that tells you more about B2C SaaS.