In addition to some other tweaks we are making you may also notice that Subscribe has been changed to Endorse. We've decided to streamline these features a bit. here's the basics. Following has not changed, other than the color of the button you use to Follow or Unfollow. It still adds all the updates from that person to your Society (My Society).
Endorsements are simply a way for you to say you like what that Studio is up to. You are added to the list of Endorsers and vice versa you see the Studios that you've endorsed on your profile page.