Exactly. If you want me to subscribe, lower the price! Don't these corporations do some kind of analysis, where if you lower prices, you get more subs and more money...or raise prices, less subs, and overall less money. The soda companies are the same way. It used to be $3 for a case of soda, now it's $7+. I've noticed that since they did that, the soda aisle at my local grocery stores is about half the size it used to be.