Whether it’s rising Uber rates, declining organic reach at Facebook, Netflix cracking down on shared passwords, companies are squeezing now. They do this because they believe they don’t have to worry about customers leaving; people are too used to the service and will endure the new terms, increased prices, or lowered surplus benefits. 

You can bet that the better a deal sounds, the more likely it’s temporary. The company is going to squeeze at some point; it has to, because there’s no way it would survive as a business sustainably without it. It was inevitable.