Elitefitness is like some many so many other dot.com companies. They've all come to realize a harsh reality. Bandwidth costs money and ads alone don't cover the costs. That's why all the free ISPs went poof and netzero now gives you a whole 10 hours a month for free. That's why free internet phone sites now limit their calls to five minutes. That's why hardly anyone let's you hot link pics anymore. Bandwidth cost money. That platninum membership thing is a way to subsedize that. So I totally understand the reasoning behind it. I ain't mad at them.