India, June 2 -- This week, Amazon in India is frantically sending out cheerful emails to customers, informing them of upcoming changes to existing Prime subscriptions. That, in Amazon's parlance, usually only means one thing-you'll be invited to pay more for another subscription tier. And yes, that was the case. Cue something called Amazon Music Unlimited. Symptomatic of the time we are in, this symbolises we've come a long way from the promises that streaming platforms made all those years ago. To be cost-effective, convenient, and everything else to urge you to give up your cable TV or direct-to-home (DTH) subscriptions. That value-for-money buffet is now permanently closed.

Many are called, but few are chosen. Look closely, and you'l...