One of the problems is price point. They are charging $10/month. While increasing the price will certainly decrease the number of users, a much higher price poi

One of the problems is price point. They are charging $10/month. While increasing the price will certainly decrease the number of users, a much higher price point could select for "power users" that will churn less and pay substantially more. In the long run that could lead to greater revenue. Of course this depends on how the supply demand curve looks like for their specific business.