Bitcoin Audible – Chat_153: "Welcome to Subscription Hell" with Matt Ahlborg

Host: Guy Swann
Guest: Matt Ahlborg
Date: December 12, 2025

Episode Overview

This episode dives deep into the current “Subscription Hell” plaguing the world of AI and digital services, and explores how Bitcoin and Lightning-based micropayments can upend that model. Guy Swann hosts Matt Ahlborg, builder of PPQ (Pay Per Query) AI, to discuss the origins of the company, the pain points of subscription-based tools, and how new payment rails can enable more flexible, user-friendly ways to access AI and software. The conversation ranges from personal stories about digital subscriptions, to the philosophical and technological trends underpinning Bitcoin and AI.

Key Discussion Points & Insights

1. The Problem: Subscription Hell (02:29)

Guy & Matt discuss the explosion of subscriptions for software, especially AI tools.
Users are increasingly irked by services that require monthly payments—even when usage is sporadic or minor.
Most users don’t need or want a dozen ongoing subscriptions, especially as specialized AI tools multiply.

"That's what this episode is about really, is just the hell, the utter hell that is the world of all the subscriptions and how we can actually use Bitcoin and Lightning... to fundamentally alter the need and ability to subscribe to things." – Guy Swan (02:29)

2. The Origin of PPQ: A New Model for Software Access (14:08, 18:19, 43:10)

Matt’s background as a Bitcoiner (since 2013) and his journey with Bitcoin and global remittances.
Early attempts included a Bitcoin remittance app and a personal finance FIRE tracker.
PPQ AI emerges as a way to aggregate AI tools and models, allowing users to pay per use instead of subscribing.
Bitcoin and Lightning microtransactions make this feasible, bypassing prohibitive credit card minimums.

"Instead of giving you access to models from just one company, we're giving you access to all of the models from all the best companies... it's all on a pay per use model." – Matt Ahlborg (43:10)

3. The Subscription Trap: User Pain & Provider Incentives (29:10, 32:04)

Subscriptions often don’t align with real user behavior (bursts of usage, periods of inactivity).
Companies incentivized to annoy (notifications, pop-ups) or confuse users into signing up or not cancelling.
Matt & Guy share personal tales of forgetting to cancel, being “blackmailed” by Apple’s storage pop-ups, and how the system often breeds negative feelings toward vendors.

"I honestly, I feel kind of defeated, but it's like, it was the one thing that I was just like, okay, I've had it. I don't want to deal with these stupid things anymore. Take $4 a month. But I hate that company. I hate Apple now for it." – Matt Ahlborg (32:38)

4. Bitcoin, Lightning, and the Case for Micropayments (43:10, 45:21, 49:10)

Credit cards and the payment system are a root cause of the subscription explosion.
Lightning and Bitcoin allow for true micropayments, making one-off or per-use access economically viable.
50%+ of PPQ’s deposits are already via Lightning; Nostr is a major onboarding channel for the service.

"I think we arrived at subscriptions more so because the credit card companies do not allow micropayments basically. And so you have to create some sort of subscription model to basically accept these payment methods." – Matt Ahlborg (43:10) "I think that if we were to fast forward 10 years, I think that subscriptions are going to be used less in 10 years than they are now. I think that AI is one of the first kind of use cases that is going to start chipping away at the subscription model." – Matt Ahlborg (45:23)

5. The Value of Aggregation: 90–95% "Good Enough" (40:50, 50:53)

PPQ can’t perfect every single AI modality but can offer almost-as-good access to the majority of the top models—sufficient for 90% of common use cases.
This model is especially attractive for individual users and small businesses who need variety, not specialist depth.

"Basically what we can do at PBQ, I think, is we can bring all of these models in one place and we can make the experience 90 to 95% as good, I would say, as the solo subscription." – Matt Ahlborg (00:00; repeated at 39:49, 40:53)

6. Use Cases, Productivity, and AI “Vibe Coding” (23:04, 56:46, 78:00)

Guy discusses how subscriptions stack up (e.g., running multiple AI and creative tools).
Both Matt and Guy explain the rise of "vibe coding"—using AI LLMs as coding assistants, for brainstorming, and workflow acceleration.
Exploration and experimentation are top use cases; Guy uses PPQ on his Linux workstation, API keys, and even for non-software tasks (image, video, content generation).

"For 99% of other stuff I'm, I'm on PPQ all the time. I use the API key... in IDEs extensions. That's probably where my most dollars are spent on, on my PPQ is just using those tools." – Matt Ahlborg (63:30)

7. Content Moderation, Privacy, and Censorship (91:03)

PPQ offloads responsibility for content moderation and censorship to its providers.
Users may see variation in what prompts or content are filtered or rejected, depending on the model.
The platform seeks to remain privacy-focused, non-custodial, and resistant to intrusive data collection or account tying (e.g., via Nostr or Passkey logins).

"We pretty much leave the models to do their thing. We simply forward the user requests onto the providers... if we have to start content policing and stuff like that, that would be a big problem for us." – Matt Ahlborg (91:03)

8. The Future of PPQ: Marketplace and Tool Monetization (106:39, 108:35)

Plan to open PPQ as a platform for creators: anyone can spin up their own AI tool, connect a Lightning address, and monetize per use.
Ambition to distribute external/creator tools (e.g., podcast clip generators) across PPQ and other platforms, firing off micro Lightning payments to each—no Stripe accounts, minimal KYC, global reach.
Also mentioned: improved account/login UX (encrypted client-side chats, possibly Passkey support).

"Instead of just seeing all these vanilla AI models, you also see all these other Tools... where it just becomes this omni tool place where anything you need to get done, whether it's on a productivity level or creativity level, you can go to PBQ and there's going to be a tool for you to use very easily." – Matt Ahlborg (111:32)

Notable Quotes & Memorable Moments

On Family, Socialism, and Scaling (10:05):

"With my family and my kids, I'm a socialist. With my neighbors and my local community, I'm a hardcore liberal. With my state, I'm a Republican, and with my nation, I'm a hardcore libertarian ... Socialism only works if you actually know and care about the people. It just stops; as soon as you're like 12 people, it breaks down."
– Guy Swan (10:05)
On AI Model Censorship (94:16):

"During the election time, I would ask for Donald Trump images... Even just to generate a picture of the guy, you couldn't do anything."
– Matt Ahlborg (94:16)
On Ownership Fatigue (46:23):

"There's also this huge push or kind of like a cultural change of like, man, I don't own anything anymore."
– Guy Swan (46:23)
On Ease of Starting Out with AI (124:01):

"No matter how much I said like, dude, just like do it. Just put your face in front of the screen and just start talking to AI. Like literally you can just say to AI, 'Hello, AI, I'm a huge idiot. I don't know anything about this, but I just want to solve this one problem. Can you help me out?'"
– Matt Ahlborg (124:01)

Key Timestamps for Major Segments

[00:00] – The challenge of product specialization and the PPQ concept
[02:29] – Welcome; the curse of subscription overload
[14:08] – Matt’s background, Bitcoin journey, and peer-to-peer markets
[18:19] – Early product ideas and why remittance apps were hard
[23:04] – AI’s practical entrance & use cases; Guy's workflow
[29:10, 32:04] – Frustrations with subscription systems and manipulative vendor tactics
[39:49–41:20] – How PPQ balances model breadth/quality and cost
[43:10, 45:21] – The payment system as the root of subscription overload
[56:46] – Who still benefits from subscriptions vs. per-use
[63:30] – Using API keys, IDEs, and integrating with the broader workflow
[78:00] – The rise of "vibe coding" and leveling up productivity via AI
[91:03] – Censorship, moderation, and content provider dynamics
[106:39, 108:35] – PPQ’s vision: user-generated tools, micro-monetization, Lightning as the glue

Additional Insights & Community-Induced Features

PPQ is widely used by small teams, creators, and power users—90-95% of what they need, without subscriptions.
Accountless access is popular, but new account systems will prioritize privacy.
Users heavily inquire about cross-device use and chat/data storage; solutions are in development (encrypted cloud sync, Passkey).
PPQ plans to offer a voice tool rivaling Whisper Flow, with cloud-based snappiness.
Broader trend: As AI grows more specialized, product suites and aggregation will outcompete both isolated subscriptions and “do-it-all” platforms—if payment friction is solved.

Closing Thoughts

Matt sees the current landscape as ripe for change: subscriptions are unsustainable for many users and creators, creating demand for flexible pay-per-use platforms. With Bitcoin and Lightning, true microtransactions are now practical, offering both creators and consumers global, low-friction access. PPQ’s mission is to aggregate the best AI tools and models, support creators, and make high-end software accessible on a flexible basis—all while prioritizing privacy and user control.

"If we can do that at scale to many people, then we're going to be in really good shape." – Matt Ahlborg (127:07)

For those weary of subscription fatigue, new models like PPQ point to a future where you only pay for what you use, and the friction of sign-up, billing, and lock-in is finally replaced by instant, permissionless access.

Connect & Learn More

PPQ AI: ppq.ai
Nostr: @paperqostr
Twitter/X: @PPQai
Telegram group: Linked from PPQ homepage

"Give us a try. Reach out, have a little customer service widget. All of those messages go right to me." – Matt Ahlborg (128:43)

For Listeners

If you’re frustrated by subscriptions but want access to cutting edge AI tools, try PPQ. If you’re a builder or creator, watch for their upcoming monetization platform. And, as always, stay subscribed to Bitcoin Audible for more deep dives on the intersection of Bitcoin, technology, and the future of finance.

[End of Summary]

Bitcoin Audible – Chat_153: "Welcome to Subscription Hell" with Matt Ahlborg

Host: Guy Swann
Guest: Matt Ahlborg
Date: December 12, 2025

Episode Overview

Key Discussion Points & Insights

1. The Problem: Subscription Hell (02:29)

Guy & Matt discuss the explosion of subscriptions for software, especially AI tools.
Users are increasingly irked by services that require monthly payments—even when usage is sporadic or minor.
Most users don’t need or want a dozen ongoing subscriptions, especially as specialized AI tools multiply.

"That's what this episode is about really, is just the hell, the utter hell that is the world of all the subscriptions and how we can actually use Bitcoin and Lightning... to fundamentally alter the need and ability to subscribe to things." – Guy Swan (02:29)

2. The Origin of PPQ: A New Model for Software Access (14:08, 18:19, 43:10)

Matt’s background as a Bitcoiner (since 2013) and his journey with Bitcoin and global remittances.
Early attempts included a Bitcoin remittance app and a personal finance FIRE tracker.
PPQ AI emerges as a way to aggregate AI tools and models, allowing users to pay per use instead of subscribing.
Bitcoin and Lightning microtransactions make this feasible, bypassing prohibitive credit card minimums.

"Instead of giving you access to models from just one company, we're giving you access to all of the models from all the best companies... it's all on a pay per use model." – Matt Ahlborg (43:10)

3. The Subscription Trap: User Pain & Provider Incentives (29:10, 32:04)

Subscriptions often don’t align with real user behavior (bursts of usage, periods of inactivity).
Companies incentivized to annoy (notifications, pop-ups) or confuse users into signing up or not cancelling.
Matt & Guy share personal tales of forgetting to cancel, being “blackmailed” by Apple’s storage pop-ups, and how the system often breeds negative feelings toward vendors.

"I honestly, I feel kind of defeated, but it's like, it was the one thing that I was just like, okay, I've had it. I don't want to deal with these stupid things anymore. Take $4 a month. But I hate that company. I hate Apple now for it." – Matt Ahlborg (32:38)

4. Bitcoin, Lightning, and the Case for Micropayments (43:10, 45:21, 49:10)

Credit cards and the payment system are a root cause of the subscription explosion.
Lightning and Bitcoin allow for true micropayments, making one-off or per-use access economically viable.
50%+ of PPQ’s deposits are already via Lightning; Nostr is a major onboarding channel for the service.

"I think we arrived at subscriptions more so because the credit card companies do not allow micropayments basically. And so you have to create some sort of subscription model to basically accept these payment methods." – Matt Ahlborg (43:10) "I think that if we were to fast forward 10 years, I think that subscriptions are going to be used less in 10 years than they are now. I think that AI is one of the first kind of use cases that is going to start chipping away at the subscription model." – Matt Ahlborg (45:23)

5. The Value of Aggregation: 90–95% "Good Enough" (40:50, 50:53)

PPQ can’t perfect every single AI modality but can offer almost-as-good access to the majority of the top models—sufficient for 90% of common use cases.
This model is especially attractive for individual users and small businesses who need variety, not specialist depth.

"Basically what we can do at PBQ, I think, is we can bring all of these models in one place and we can make the experience 90 to 95% as good, I would say, as the solo subscription." – Matt Ahlborg (00:00; repeated at 39:49, 40:53)

6. Use Cases, Productivity, and AI “Vibe Coding” (23:04, 56:46, 78:00)

Guy discusses how subscriptions stack up (e.g., running multiple AI and creative tools).
Both Matt and Guy explain the rise of "vibe coding"—using AI LLMs as coding assistants, for brainstorming, and workflow acceleration.
Exploration and experimentation are top use cases; Guy uses PPQ on his Linux workstation, API keys, and even for non-software tasks (image, video, content generation).

"For 99% of other stuff I'm, I'm on PPQ all the time. I use the API key... in IDEs extensions. That's probably where my most dollars are spent on, on my PPQ is just using those tools." – Matt Ahlborg (63:30)

7. Content Moderation, Privacy, and Censorship (91:03)

PPQ offloads responsibility for content moderation and censorship to its providers.
Users may see variation in what prompts or content are filtered or rejected, depending on the model.
The platform seeks to remain privacy-focused, non-custodial, and resistant to intrusive data collection or account tying (e.g., via Nostr or Passkey logins).

"We pretty much leave the models to do their thing. We simply forward the user requests onto the providers... if we have to start content policing and stuff like that, that would be a big problem for us." – Matt Ahlborg (91:03)

8. The Future of PPQ: Marketplace and Tool Monetization (106:39, 108:35)

Plan to open PPQ as a platform for creators: anyone can spin up their own AI tool, connect a Lightning address, and monetize per use.
Ambition to distribute external/creator tools (e.g., podcast clip generators) across PPQ and other platforms, firing off micro Lightning payments to each—no Stripe accounts, minimal KYC, global reach.
Also mentioned: improved account/login UX (encrypted client-side chats, possibly Passkey support).

"Instead of just seeing all these vanilla AI models, you also see all these other Tools... where it just becomes this omni tool place where anything you need to get done, whether it's on a productivity level or creativity level, you can go to PBQ and there's going to be a tool for you to use very easily." – Matt Ahlborg (111:32)

Notable Quotes & Memorable Moments

On Family, Socialism, and Scaling (10:05):

"With my family and my kids, I'm a socialist. With my neighbors and my local community, I'm a hardcore liberal. With my state, I'm a Republican, and with my nation, I'm a hardcore libertarian ... Socialism only works if you actually know and care about the people. It just stops; as soon as you're like 12 people, it breaks down."
– Guy Swan (10:05)
On AI Model Censorship (94:16):

"During the election time, I would ask for Donald Trump images... Even just to generate a picture of the guy, you couldn't do anything."
– Matt Ahlborg (94:16)
On Ownership Fatigue (46:23):

"There's also this huge push or kind of like a cultural change of like, man, I don't own anything anymore."
– Guy Swan (46:23)
On Ease of Starting Out with AI (124:01):

"No matter how much I said like, dude, just like do it. Just put your face in front of the screen and just start talking to AI. Like literally you can just say to AI, 'Hello, AI, I'm a huge idiot. I don't know anything about this, but I just want to solve this one problem. Can you help me out?'"
– Matt Ahlborg (124:01)

Key Timestamps for Major Segments

[00:00] – The challenge of product specialization and the PPQ concept
[02:29] – Welcome; the curse of subscription overload
[14:08] – Matt’s background, Bitcoin journey, and peer-to-peer markets
[18:19] – Early product ideas and why remittance apps were hard
[23:04] – AI’s practical entrance & use cases; Guy's workflow
[29:10, 32:04] – Frustrations with subscription systems and manipulative vendor tactics
[39:49–41:20] – How PPQ balances model breadth/quality and cost
[43:10, 45:21] – The payment system as the root of subscription overload
[56:46] – Who still benefits from subscriptions vs. per-use
[63:30] – Using API keys, IDEs, and integrating with the broader workflow
[78:00] – The rise of "vibe coding" and leveling up productivity via AI
[91:03] – Censorship, moderation, and content provider dynamics
[106:39, 108:35] – PPQ’s vision: user-generated tools, micro-monetization, Lightning as the glue

Additional Insights & Community-Induced Features

PPQ is widely used by small teams, creators, and power users—90-95% of what they need, without subscriptions.
Accountless access is popular, but new account systems will prioritize privacy.
Users heavily inquire about cross-device use and chat/data storage; solutions are in development (encrypted cloud sync, Passkey).
PPQ plans to offer a voice tool rivaling Whisper Flow, with cloud-based snappiness.
Broader trend: As AI grows more specialized, product suites and aggregation will outcompete both isolated subscriptions and “do-it-all” platforms—if payment friction is solved.

Closing Thoughts

"If we can do that at scale to many people, then we're going to be in really good shape." – Matt Ahlborg (127:07)

Connect & Learn More

PPQ AI: ppq.ai
Nostr: @paperqostr
Twitter/X: @PPQai
Telegram group: Linked from PPQ homepage

"Give us a try. Reach out, have a little customer service widget. All of those messages go right to me." – Matt Ahlborg (128:43)

For Listeners

[End of Summary]

wavePod

Chat_153 - Welcome to Subscription Hell with Matt Ahlborg

Powered by Wave AI

Summary

Bitcoin Audible – Chat_153: "Welcome to Subscription Hell" with Matt Ahlborg

Episode Overview

Key Discussion Points & Insights

1. The Problem: Subscription Hell (02:29)

2. The Origin of PPQ: A New Model for Software Access (14:08, 18:19, 43:10)

3. The Subscription Trap: User Pain & Provider Incentives (29:10, 32:04)

4. Bitcoin, Lightning, and the Case for Micropayments (43:10, 45:21, 49:10)

5. The Value of Aggregation: 90–95% "Good Enough" (40:50, 50:53)

6. Use Cases, Productivity, and AI “Vibe Coding” (23:04, 56:46, 78:00)

7. Content Moderation, Privacy, and Censorship (91:03)

8. The Future of PPQ: Marketplace and Tool Monetization (106:39, 108:35)

Notable Quotes & Memorable Moments

Key Timestamps for Major Segments

Additional Insights & Community-Induced Features

Closing Thoughts

Connect & Learn More

For Listeners

Summary

Bitcoin Audible – Chat_153: "Welcome to Subscription Hell" with Matt Ahlborg

Episode Overview

Key Discussion Points & Insights

1. The Problem: Subscription Hell (02:29)

2. The Origin of PPQ: A New Model for Software Access (14:08, 18:19, 43:10)

3. The Subscription Trap: User Pain & Provider Incentives (29:10, 32:04)

4. Bitcoin, Lightning, and the Case for Micropayments (43:10, 45:21, 49:10)

5. The Value of Aggregation: 90–95% "Good Enough" (40:50, 50:53)

6. Use Cases, Productivity, and AI “Vibe Coding” (23:04, 56:46, 78:00)

7. Content Moderation, Privacy, and Censorship (91:03)

8. The Future of PPQ: Marketplace and Tool Monetization (106:39, 108:35)

Notable Quotes & Memorable Moments

Key Timestamps for Major Segments

Additional Insights & Community-Induced Features

Closing Thoughts

Connect & Learn More

For Listeners