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What wouldn't you have minded so much if it wasn't exaggeratingly bad?
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Yep they noticed a while ago that they can up the price of the completely ad-free experience, call it super extra premium and create 15 tiers below it, gradually giving you more annoyances and pretending it's necessary to keep their business afloat. These are multi million dollar profits they're making, it is in no way necessary. This is just profit maximalisation over the back of ignorant people who will do anything to pay a little less without knowing they're continuously paying more.