This is a huge set-back for the podcast medium. There is so much friction convincing potential blue water podcast listeners to subscribe to podcasts.
Haters are going to automatically say "podcasts are a niche, they have a small audience" so who cares? Well, before Apple put in built in support for smart phone apps in iOS with an app store on the home screen. The smartphone app audience was one of the smallest around. Now look at where we are.