Even then, $20 a month is still pretty excessive. And to think they're going to bring Tidal to the consumer, who most likely just uses Apple earbuds or EarPods...in their case, I really don't see the appeal. If they're going to market this to the audiophile specifically, then they have a pretty big userbase that will hand over $20 a month each to the glorious person known as Jay-Z. For all I know, I don't think he even cares about audio.
Trying to market this to the consumer will pretty much make them the Pono of streaming, and it's giving the audiophile market a bad name. Pono is, well, horribly expensive, and so is Tidal. Both also promote high-resolution audio. Both also have names that will cause some skepticism as to if they actually know a thing or two about audio. And if you're going to have to shell out immense amounts of cash for high-res audio to make your music sound better, IMO it might leave a very wrong impression on non-audiophiles, maybe making them think we're all just elitist idiots wasting our money on something not much better than what they already use.
Like what StefanJK stated, if marketing doesn't ruin the product, then all should hopefully go well (although if you ask me, having a rapper behind the name is kind of a bad omen; I mean, we've already seen Beats).
Oh, and if you haven't noticed, I'm not in the US like you, so don't think my internet is decent enough to put up with Netflix. Oh yeah, and I don't stream anything.