Zwift Price Increase

Zwift announced a big price increase this morning--going from $14.99 per month to $19.99 per month.

While this is the first price increase since 2017, the timing seems a bit strange. Many Zwifters already pause their subscriptions for the summer months, and this sudden announcement will only help remind folks to pause and then perhaps start shopping for a new service in the fall.

I used to pause for six - eight months per year, but these days I find I use it at least twice per week all year round, mostly cause I like road riding but not with cars (my outside days are all either gravel or mtb). So is it worth about $2 per workout to me? I'd say yes. But from the slew of negative comments on Reddit it seems like this move may hurt Zwift. It does seem a bit greedy, especially since there has been so little product development of late.