And the market is struggling to push back against those. So we keep it low enough to be affordable (i.e. people are still paying) and not high enough for revolt

And the market is struggling to push back against those. So we keep it low enough to be affordable (i.e. people are still paying) and not high enough for revolt to ensue. I was mainly replying to conflation of extra middle men etc. for increasing costs. That's nonsense.