I think people pay to continue using the app they’ve been using for years and for access to their thousands of notes. Even if they’re not completely locked in,

I think people pay to continue using the app they’ve been using for years and for access to their thousands of notes. Even if they’re not completely locked in, a transfer + re-learning a new app may not be a feasible task for many. So someone probably ran the numbers and decided they can squeeze more $. Also, inflation.