I am just looking at the page showing the price changes and this shows that while the cost of Avios in Pounds Sterling is going up, the cost in US Dollars or Euros is actually going down. In my case, I am looking at buying 25,000 to help cover an upcoming redemption, and the current price is $713, but as of 1 May the price will be $599. I imagine this adjustment is due to an update of exchange rates - regardless, it is a pleasant surprise to see the cost of anything actually go down.