Is anybody surprised by this? Companies are not your friend, they only want your money...
Companies are just people, a collection of people selected often to engage in rather evil, sneaky, and hateful behaviors in many cases, including the gaslighting about “hate” that many engage in as a means for manipulating an increase revenues … “we are about love … so you will give us more of your money.”
However a lot of companies have discovered keeping customers happy is hard/expensive and so they instead look for ways to trick you into paying more now knowing that either way you won't be back once/if you figure out they don't care to keep you.
What doesn’t surprise me is that this is one of the comments.
Yes, we all intuitively expected this, but so what? Seeing it in a study with real numbers has value. The study isn’t just a title, it contains a lot more information.
This attitude of crossing your arms and saying “we all know this, it’s how the world works” is a specific kind of giving up which only empowers the bad actors. You’re engaging in the exact attitude that ensures nothing ever changes.