This is actually one of the things that is easier for them than other service providers - they can limit family plans to shared trainer equipment. If multiple trainers are used, they could periodically require them both to be connected at the same time, thereby making sure the were co-located. This at least would make sure that it was members of the same household were sharing the account. (While Ant+ or bluetooth spoofing is possible, not enough people will do this to make a difference.)
The idea that a couple should spend $360/year to both use zwift seems pretty crazy to me.
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