Thats exactly the issue. Here on FT we are telling everyone that the SPG card is the best card on the planet. So of course we are creating a bigger demand. And guess what, demand goes up and so does the price. SPG/Amex will try to increase this fee further to reach the highest earning they can get. Maybe $99 will be a good fee? Or $199?

Unless people will cancel the card the fees will only continue to go up every year. And I agree, people outside the US are used to pay much more than US residents for cards so it shows that there is a willingness to pay.