If you consider "motive, means, and opportunity" then your question seems to be, essentially, "the motive should have been there in 2019, why now?" and the answ

If you consider "motive, means, and opportunity" then your question seems to be, essentially, "the motive should have been there in 2019, why now?" and the answer is that the means have become stronger through increased corporate concentration, and the opportunity is greater because the pandemic and political climate provides an excuse. Not that shame was a huge pressure in 2019, but it's even less of one now. Some percentage of people, even here on this very site, will argue with these conclusions, and say it's the pandemic, or wage pressure, or anything but pricing power, and that percentage of people is higher today than it has been in the past. The pandemic and political environment provides an excuse that wasn't handy in 2019. The political environment provides cover. The naked greed has always been there (the motive), but the means and opportunity are stronger today than before.