If Netflix increases their price, than so can their competitors. And many people are now subscribed to multiple services instead of just one. In practice, this is not a 2X increase in 10 years — it is 5X.
I used to have a movie rental around the corner. For like 3USD I could rent any movie I wanted from all major publishers. Old and new.
9USD/month for a rather small selection of those is just bad. The buffet fallacy is strong with how people value all you can eat streaming vs. one of rentals.
Although I kinda agree a bit with prime-video channels. Apart from the basic service you get (if you have prime), you can get specific add-ons for more focused content.
Another note on the rental: I really don't understand why we are able to rent movies, but not TV shows. For TV, you have to buy the episode/season, and buying a 20-min TV episode costs same or more than renting a 2 hour movie. I guess I'll just get it 'somewhere else' if it's not available on my platforms and I really want it