I've been a paying member for almost a decade. I've been training it that entire time with what I do and don't like. I've also been using their suggested playlists for years and further refining what they recommend. So their algorithm is a huge part of it for me. I am constantly finding songs and artists I wouldn't have been exposed to otherwise.
That said, I've been holding my nose while I renewed the service for the past couple of years. I'm willing to part ways for Tidal if it's a comparable service with better benefits to the artists.