It’s a steep hike they have to back up with course extensions, new routes, training plans etc. They also have to ensure the platform is more robust as they expand features and routes. Rumours are they are going to gaming industry to get appropriate people and hardware in place. Anyway, current users have been given a years notice of the change in price and it seems even if you drop out for a fbreak you can come back at that price until November next year. So, I would suggest, not too shabby. It also allows other platforms such as RGT, even Bkool, to stake their place and offer something to lure Zwift users away when the hike really bites.