The quest for Wincustomize subscriptions is exactly that....to help the site prosper, and has little or nothing to do with Stardock at all.
The ideal is that Wincustomize.com, as an entity can [as much as possible] pay its own way.
Since the recent demise of the Server and the ensuing database restoration, etc it's important that the site stand a bit better on its own two legs financially without such a massive influx of funding from Stardock's coffers.
Anyone really frequenting the site and 'enjoying' its use should ideally see that it is in his/her interest to assist in the site's viability, that's all...
Most people come to realise that a community is about 'give and take' but perhaps others maybe forget it's a two-way street...