There was a lot of hand waving in that article to arrive at that conclusion. The "80/20 rule" is a good estimate for some situations, but it may not apply in this case. For example, Netflix probably doesn't follow the 80/20 rule since most subscribers pay the same price for one of a couple different plans.
This feels like psychological abuse. As with climate change, we know that people have a hard time noticing changes that happen slowly. Here is a business that is literally nickle & diming people, and quite mostly through their kids.