they offer a service that everyone else can offer. if it weren't for the unlimited streaming they'd already be done. streaming videos is very easy to do, only a matter of time before companies stop licensing their movies out and just do it themselves. it's already slowly happening for free at the expense of ads. combine that with the potential for the big media giants to also offer music, etc.
it was a good run, but they are fucked. a price hike seems to show that IMO.