The pendulum is already swinging back toward aggregation. Verizon and Comcast are offering "mega bundles" (Netflix + Max + Disney+ for a single fee). Amazon Prime is allowing users to add channels like Paramount+ and Starz as à la carte upgrades.
The strongest argument for services banking on "exclusive content" is the sheer caliber of production. momxxxcom exclusive
In the end, exclusivity isn't just about keeping people out; it’s about making those who are "in" feel like they are part of something special. The pendulum is already swinging back toward aggregation