True, so what gives? Just them wanting more money now that they got enough customers? They probably did some calculations and realized that damn, they could pocket more money so might as well try their luck. Like yeah, let us assume they have 10k customers: 7.05 * 10000 is 70500, 8.99 * 10000 is 89900, that is 19400 USD more for them, and that is just for one!
Or the cause is one step removed, for example the handful of giant companies that control all US internet infrastructure, versus the hundreds all over Europe.
Yeah, so that probably means the count of users is higher than the previously assumed 10k. They can do it, so they will do it.