Hard to see your logic there dondee. If you take out privitisation etc shareholders there are probably no more than 1 million people who own shares in UK companies. It is unlikely that more than a small proportion of those trade actively enough to want the current free service, consequently there is only likely to be a relatively small take up of a paid service wherever it is advertised.
From posts by Clem it would appear that advertising on the site generates more revenue than subscriptions and the forecast is that they will be profitable during 2002.
Good luck to them, but it is difficult to see how this will come about.