Backblaze, here's a story. My dad used to run a mailing service, kind of like a UPS store, but non-franchise. We also had private mailbox rentals (PMB) for customers. My dad ran the business for about 12 years. About year 7-8, my dad was like, I have to raise the prices of the PMBs. You know what his longtime customers said?

They weren't mad, but they were surprised. They said, "Damn, it's about time. I've been wondering for a long time when it was going to up. Good for you."