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Name some examples of price increases that were unfair?

Price increases due to inflation are a necessity.

I can't see a world where I would buy a software once and use it forever, so paying for upgrades is necessary at some point.

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There's a hell of a gap between "paying for upgrades is necessary at some point" and "my supplier can choose when I have to pay more".

At the startup I used to work at the MD spent quite a bit of time dodging calls from Cloudinary. Every few months we needed to be on a higher tier package. We'd generally be tasked with optimising whichever metric was causing the problem a coupe of times a year (deleting / consolidating versions of various images etc).

It felt pretty shady (both his behaviour and their pricing structures).

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