I think they're cranky about how nobody is willing to pay $240 a year to use a wifi hotspot somewhere between 1 and 10 times during that span for at most 2 hours. A monthly recurring fee for a transaction-based occasion makes no sense. This is like paying Starbucks $240 a year for coffee.
Reward the frequent users with a flat monthly unlimited rate. Upsell the casual user at the point they need a hotspot with $5 for 24 hours. Duh.