Since MoviePass buys it tickets at retail costs, a single heavy user is exceptionally costly. Imagine someone who purchases a $15 ticket 25 times a month for a total of $375. MoviePass would need something like 40 users paying $10 a month who barely use the service in order to offset that single user. It therefore isn't surprising that MoviePass is making changes to curtail those heavy users. Even if only something like 1% of users abuse the system by sharing accounts or reselling tickets, that could be enough to sink the entire company.