See, advertising was getting the bag for a while but that's crashing as people reject the constant surveillance that feeds it
Now that they hooked you though, they need to make sure to keep advertising backed levels of profit growth in order to ensure that stock prices continue to rise, so the only thing to do is....raise prices.
But shit, you don't pay anything now, or if you do it's too low to cover the spread and you won't like an annual dollar figure, plus if we have recurring revenue and dark patterns then we can make sure we just trickle and trick you into giving us way more than you ever would have if we had a regular subscription to start.
So it's pretty simple - it's the never-ending game of, how can we use the promise of infinite money (raising money) to find high margin profit for our investors, make switching costs hard and then deliver the minimum level of service to ensure that you don't get so fed up that you easily switch.