Though at that price, a number of workouts are very limited. The step up is $24 which is still cheaper but I can see the company calculating that if someone has spent $1500 for a bike they'll spring for the full on-bike subscription as opposed to sticking an iPad somewhere.
In the case of rowing workouts, you only get like 4 a month with the lower subscription; I looked it up. My old rowing machine monitor wouldn't be compatible anyway; I'd have to upgrade and not really interested.