grundyscribbling

There may be a bit of that. But being Disney, I suspect they also think they have most of their target audience over a barrel. Most will grudgingly pay the higher fee to keep not having ads. (They've been masters of creep with Disney Plus. At first, it was just one plan, then you had to pay more if you wanted to see the latest stuff before a waiting period, now they're just raising prices period AND introducing ads...)