This is almost certainly a ploy to get an influx of buyers before the cutoff of July.

They want to round up all the people that they think were considering a lifetime pass, but were holding out.

I guarantee you when July comes they're going to reduce the cost to somewhere less than $750 and much closer to the current price due to "we listen to our customers" when really it was the plan all along.

They're using the Decoy Effect and FOMO.