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^My uneducated guess would be because by raising prices, people that have no choice but to use that service, would continue to do so at higher cost.
Then, the numbers (in the short term) would show recovery, and they can all pat themselves on the back and get bonuses and raises.
But in the long term, more and more people will find alternatives, and stop using the service alltogether.
As a personal example, I used to send out Christmas cards every year because it's exponentially more personal and heartfelt than sending an e-mail, or some stupid e-card.
Now, I don't.
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