Some examples are: Dollar Shave Club or Craft Coffee just to name a couple.
Do you see this as a growing trend? possible strategic advantages/disadvantages?
I think it makes sense as a business model when it benefits the consumer. For example, I remember 7-8 years ago I used to have to spend over $5 to rent one movie from my local video store. Now at Blockbuster, I pay $15 per month and have unlimited access to their store. Business model innovations like this disrupt industries.
On the flip side, I know there are some startups where you pay $X per month and you receive a monthly product. It's proven to work with women's purses and clothing so far, but I know there are some companies who are trying to do this with men's health care products and sex toys for couples and to me these might not be as beneficial for the consumer as a monthly service.