Quote Originally Posted by Reinha View Post
ultimatum
noun ul·ti·ma·tum \ˌəl-tə-ˈmā-təm, -ˈmä-\
: a final threat : a promise that force or punishment will be used if someone does not do what is wanted

Does not apply here.
What is a refusal to continue a subscription if not a punishment? You're denying that company money by retracting your business. But not even that, he's literally saying "do this or I'll quit". Such things are still called ultimatums, even if they don't fit your own narrow definitions.