If you're paying more than 10 bucks for a sandwich, you're getting robbed. If you're paying $10 a month for technology that used to be free everywhere, and that worked in the previous millennium, you're getting robbed.
Would you pay $10 for the best sandwich in the world? It's just a sandwich, but it's the best in the world. Would you pay $10 for the best search engine in the world? It's just a search engine, but the best in the world.