IFTTT is in a perfect position to creep prices up, because when users have put effort into setting up little bits of automation in their life ('email me when my

IFTTT is in a perfect position to creep prices up, because when users have put effort into setting up little bits of automation in their life ('email me when my bank balance falls under $1000', 'turn my kitchen light on on workdays only', etc.), users don't want to lose that time investment or utility. IFTTT knows that migrating to a competitor is a load of work.