I would happily pay $20 to watch a pay-per-view. I refuse to provide card information for a subscription service with recurring billing.
In theory I should be able to cancel after the Open is over, but I've dealt with enough issues both for myself and helping others that it's a non-starter for me. You can forget to unsubscribe. You can continue to get billed after cancelling and have to call in or write repeated emails to customer support. You can call your bank and go through the charge back process. Or you can be asleep at the wheel, look back years later, and realize you pissed away hundreds of dollars.
Yes, it's on the consumer if they sign up, which is why I don't sign up. I don't want to take that on. I have enough to do in my life without committing myself to fight an unsubscribing battle.