Desperation? 
I’m not saying it isn’t, but I’ve always found it bemusing that these things are only usually viewed in that negative connotation when the entity is a neobank.
Traditional banks do these things from time to time too, yet it’s barely given much thought. And in tech, particularly with the subscription model lots have taken with services, Amazon, one of the world’s richest companies, are the epitome of desperation when it comes to cancelling Prime.