To be fair that is a good thing as a long term strategy. They may lack money now but in the future when they could afford it that could pay large premiums. It is why marketers were so focused on youth for marketing - they have less set tastes and more big ticket items in the future.

Most teenagers can't afford a sports car but if you win them over they could wind up buying one when they are older and able to afford it.

I have seen the reverse backfire with traditional news. They would take all sorts of bullshit youth blaming and stupid moral panics and then wonder why people under middle age don't consider them worth reading or watching for free, let alone paying for.