I find this price increase to be beyond offensive; I have been paying $10 for years under the assumption that that was the only way to keep the price grandfathered, as I was told it would be years ago. Now they're making excuses, pointing me to terms and conditions and otherwise blabbering about how they have been entitled to increase the price all along.

I don't use the service a ton and for sure, had I known that grandfathered "for so long as I maintain Awardwallet Plus" was just a bunch of marketing speak, I likely would have canceled years ago. Keeping people tethered by promising a rate ad infinitum causes people (like me) to rely on those promises, and when they change course, it sounds legally problematic.