The goal of the new approach, it seems, is to try to convince students to continue paying for a subscription past the completion of a single specialization. The question is whether the company can entice professionals to think of career development the way fitness buffs think of gym memberships. Or perhaps Coursera's leaders hope students will curl up with courses the way Netflix subscribers do with shows and movies—though it may be a stretch to imagine "Coursera and chill" entering the lexicon.