It was just a matter of time for everyone to follow suit. Unfortunately, capitalism demands endless growth and thus eventually enshittification of products. They're not happy with just tons of money. They want all the money.
Expect to see adless tiers constantly rising in price every year. This will push users to piracy again as we come full circle to terrible cable fees.
I feel like neither China nor Russia should compete in UFC either. Just feels wrong to see. And with Russians there will always be doping.