There seems to be a pattern in services like this where they launch as a good idea that's under priced and take off like a rocket, then growth levels off as everyone is either already using the service or never will regardless of what they do. Once you reach that point, however, you still need to show revenue growth because capitalism, so if you can't get more users you either have to make the service more expensive for the users you have, or cheaper to run. The former we see happening all over the place, and the latter is actually a good thing in limited amounts as unnecessary parts are trimmed off, but will almost always also result in useful features being axed. Hence why everything seems to be getting more expensive and worse.