What else could prefer mean in this case other than that people are willing to pay more money when it’s a subscription?
Of course people rather pay $10 x 1 than $10 x some number greater than 1. They rather pay $10x1 than $100x1 as well. All else being equal people prefer to pay less for things.
When more are willing to pay $10x20 than $100x1 I don’t know what you’d call that other than expressing a preference.
