I think that the studio plan is to get as many people as possible upgrading to a premium paid subscription service vs. the "free" services offered by the likes of Spotify (which yield miserly payments to the content owners). MQA is the lure. For those of us who already subscribe to TIDAL HiFi, MQA is going to be a wonderful bonus.

Roon Developer and ex-moderator of this Forum
I am #25 in the HH1 photo of fame.