I actually think they could continue to do well in this market because they've persevered long enough to become the last surviving company offering an unlimited

I actually think they could continue to do well in this market because they've persevered long enough to become the last surviving company offering an unlimited backup product in the consumer space (afaik, if there are others I'd love to hear about them). They're basically a monopoly at this point, and can dictate the price. They could double their prices tomorrow, and their customers (myself included) would likely complain loudly, but ultimately very few of them would actually cancel because there is no real alternative to switch to since every one of their former competitors have given up on this model and either introduced caps/usage-based pricing or pivoted to businesses. I certainly would keep paying my subscription at double the price because I'm backing up more than enough data to justify the cost. In fact I currently also subscribe to Crashplan's "Business" backup product at $10/month in addition to Backblaze in order to get an extra level of redundancy in my backups. (Crashplan markets to businesses but there's not much stopping any individual from signing up and using it the last time I checked).