.org registry was already a pretty good cash cow. According to their tax return[1], in 2018 they grossed ~$93m over ~$33m registry administration expense, ~$7m employee compensation (interestingly there's a 30% year over year increase here), and some other smaller expenses. They raised $48.7m for Internet Society. Note that out of registry administration expense, $18.1m went to Afilias[2] (this should also be in the tax return), a
for-profit technical registry provider. So every time you paid your $10 .org registration fee, at least $5 went to Internet Society as a mandatory donation, somewhere between $0-2 went to Afilias the for-profit contractor, some small amount went to GoDaddy for marketing, etc. Anyway, a non-profit printing $50m/yr without begging for donations is certainly nothing to sneer at, and under the control of a for-profit entity they should expect more even if the price stays the same. And you bet the price won't stay the same.
[1] https://thenew.org/app/uploads/2019/09/PIR-2017_2018-990.zip
[2] https://domainnamewire.com/2019/10/28/pir-org-slashes-regist...