I'd guess they'd soft launch it with a one-shot, or special subclass or feat or whatever. There's no rule that everything they create has to see print. Given the way things are, it's kind of odd for them to print everything.
I get people being upset about subscriptions though. There's a clear reason--companies favor subscriptions because they can get more money from consumers that way. The corollary is that consumers end up paying more for subscription services. The shift from physical to subscription will result in a more expensive product.