It's always more complicated than that because the prestige and Early Adopter users are what drag other people to also be customers to avoid FOMO.

Your gym members who got a subscription aspirationally and don't show up are absolutely subsidizing the power lifter who is introducing wear on (tens of?) thousands of dollars of equipment three times a week, but if the regulars weren't there you wouldn't have sold those subscriptions at all. Without a poster child there's no poster.