I don't disagree, if you look at the way Netflix pushes their own content over what used to be entirely studio movies and network TV shows you can see a current example of how this plays out.

I was thinking that if Spotify kept the same experience for listeners that they had now in order to grow their subscription base, and just reported higher earnings for the artists they had signed versus ones signed to a 'different' label, that over time as contracts came up for renewal people would move over to Spotify.