Some businesses think of you from the perspective of partners. Others think of you from the perspective of farmers or ranchers, where they try to pen you in and extract what they want, but understand the necessity of at least some investment on their part. And then there are those who are more like poachers.
This can be price levers on individual features, security track record, non-obvious user patterns that deliver a lot of value, etc. You're given more opportunities to pitch the full value of your product in a way that engages the customer with their particular pain points.
Maybe we should still all use transparent pricing, but I don't think it's fair to say it's used to extract more cash (though some companies definitely do that).