What does it mean to "update the cost"?

I received an email from 1Password the other day and it was absolutely infuriating. The subject was, "Important: We’re updating the cost of your subscription". Jesus Fucking Christ. Tell me 10+ people collaborated on an email subject without telling me 10+ people collaborated on an email subject. Just come out and say you are increasing prices, explain why and be done with it. WHY DO COMPANIES DO…