The market does. So competitors and demand. The problem is that you have really only little competitors on the market. Eg. Microsoft 365 namely being the one

The market does. So competitors and demand. The problem is that you have really only little competitors on the market. Eg. Microsoft 365 namely being the one that has outgrown any competitors that can seriously threaten them. They can dictate the prices and they do it willy-nilly and there is no-one that forces them to be cheaper.