They could, but that'd require them to markup their service from $99 per year to $142 per year without being able to explain to consumers that $142 is not the r

They could, but that'd require them to markup their service from $99 per year to $142 per year without being able to explain to consumers that $142 is not the regular price. So anyone that downloads Hey from the App Store is greeted with $142 and might be put off by it compared to $99.