[DaggaDagga]

You think they're being generous? I think they're trying to cling onto customers.

£34.99 is still at least a fiver too much. I'd be amazed if it's still above £30 in a year's time. They've done their sums:

revenue = (subscribers) x (price each)

If the price is too high then the subscribers reduce, so revenue drops. They're trying to find that sweet spot of maximum cash extraction!