Well all subscriptions seemed to increase the price doesn't mean it is fine gamepass went up in price and I honestly expected they waited till early next year....but ther is much more going on:
- The number of releases is going up in the next months, from september till end of the year their is MS flight simulator 24/Age of mythology/COD BOVI/Stalker 2(they invested heavely in it), and possible Indiana Jones/Avowed, Towerborne and maybe more?
- EA play is included in Ultimate and EA play has increased its price so I guess they also asked more from MS.
- Xbox mobile store will release soon and it will be small but I would not be surprised if they are trying to have a mobile + Xcloud subscription for like 5$ a month and will included with Ultimate
Well we will see...
