They probably wouldn't need to pull stunts like this if people just accepted that the price will slowly increase over time. However they don't. People hate when someone increases prices. The issue here however is that 10 euros 5 years ago buys you more than 10 euros today and that's how it will always be. If a company like Netflix just sticks to the 10 euros a month price for decades then the only way to maintain the same amount of revenue is to gain more customers each year. However if the number of customers stays the same aswell as the prices then they're effectively making less profit each year.