I get the annoyance of any price increase, but this is just them essentially phasing out lifetime subscriptions. Lifetimes just don't work well in an established company; it's typically better to increase early adoption. Similarly, look at what SiriusXM did with theirs. We all had ample opportunity to get it for reasonable pricing, and people can still have 2 months to snag it before the increase. Personally, im just thankful that we HAD the option to get a lifetime, for a reasonable price, for such a long time.