I did a big long survey for Zwift a while ago. Pretty sure there were a bunch of questions on pricing; what you'd be willing to pay, what would be too much, what'd be the best value, etc., things like that if I recall correctly.

I think I put 15 as being a fair price that wouldn't drive me a way. I imagine a whole bunch of other people did, too. I'm sure they've done a significant amount of market research regarding the matter.

In any case, it's only $10 for the next year if you already have a subscription, which I can definitely appreciate.

I only use it for the races in the winter months. It serves that purpose extremely well. I imagine those whose athletic lives seem to revolve around it won't mind, either.

Those that get a subscription and only use it 1-2x a month will probably rethink it a bit, but that's always the case.