Here is the customer service email someone cited on reddit
"That’s actually what VMP told me directly in an email.
“I'm speaking personally, but I think everyone expects this to cause less active memberships which would provide more care/attention and promptness to the fulfillment side of things. And obviously with less active members, our customer support will be much faster and be able to go that extra mile for customer satisfaction.
Tyler Customer Support Agent VMP”"
He is not confirming much as to the motives for the price hike just states that they are expecting less memberships, which is pretty obvious. I think his point is more from the perspective of a CS worker who hopes that fewer members will make their job easier. I would not read too much more into that.