There's two ways to increase business income, extract more $$$ from a captured user base or create value to attract revenue. One is a sign of a healthy company looking at future growth, the other the sign of a zombie company that has to put a tighter squeeze on you quarter after quarter to keep their numbers up. The people making purchasing/vendor decisions take into consideration the risk of going with a 'zombie' company, so those that do pay are also likely to consider moving away as well.