Stadia launches with traditional purchasing, no universal client access for several months (must purchase a ‘Stadia’ box which uses a Chromecast as the client, presumably as a larger-scale stress test). Has a monthly fee but it’s pitched not as a subscription model but something closer to the value of Xbox Live or PS+; higher-quality streaming and ‘some’ free games.
Their value is in radically reducing friction between viewing a game and playing, and so Netflix-like buffet-style-content, but it looks like they don’t have the leverage or funding support to move anything outside of traditional purchases. If their internal studios ever produce must-haves that would help but that looks at least years out.
I don’t think this is a strong play if they don’t have the subscription model in place. And dedicating their launch to ‘must have unique hardware at comparable to console prices’ really undercuts their selling point, ‘any computer or phone and any controller can run this already’.