What justifies the huge subscription price increase?

Like the others here, I received my "price is raising 20%" email today - my renewal is in April, so at least I got a ~60-day warning. Family plan subscriber for 5 years. Very disappointed. Seriously considering changing now (haven't considered it before today) as this size increase is ridiculous in my opinion.  There is decent competition with strong security and lower price (and also no breaches!).  I'm sure I would have grumbled with a 10% hike too, but probably wouldn't be as motivated to make a change as I am now.