I'm not sure what they're bragging about.
We're interested in the 9000-series switches, and have priced them out. The associated subscription prices aren't substantial in terms of the overall purchase - people are probably just rolling their eyes and buying them, knowing that it will be Yet Another Stupid and Pointless Administrative and Maintenance Task to renew them in a few years. As far as I can tell, this is just a pathetic "foot in the door" attempt to get people used to buying subscription switch features instead of the usual perpetual license+support arrangement and fuck Chuck Robbins in the face with a chainsaw for going there. It's a dick move, and he's a dick for making it.