I am now in my second year of a subscription to Ancestry.co.uk.
I too considered 1837online's "hurry, buy now" subscription offer before christmas, because I feel a subscription is so much better value than pay per view when you are researching heavily in england and wales post 1837.
I hesitated though, and decided to look at what the other BMD-focused sites were offering. I signed up with the genealogist - primarily because it was a slightly better price, and there was a reasonable amount of 1841 census info there - which of course was not covered by my Ancestry subscription.
So, like others, I was a bit taken aback when I got my ancestry notification that they were offering the BMD registers (I assumed at the time, just to ancestry subscribers), and feel a little burned.
However, what is good about this whole affair is that the balance between pay per view and subscriptions has changed - so bulk users (like many of us on here) are probably now much better served in terms of what we get for what we pay. This must be welcome (unfortunately there is no competition in Scotland to force Scotlandspeople's hand to offer a subscription-type package).
This may be the death knell for 1837online - and I assume it is why they have joined forces with others to broaden their offerings. While I am a fan of ancestry (because it meets most of my current needs) I am concerned that they might wipe out all competition.
JULIAN