Yeah every company is nickel and diming us to death.
Disney is using the old low introductory price trick, where they slowly creep up the price and hope you're not paying attention.
Amazon prime is doing the old trick that cable used, where you paid for a service with no commercials, and once you're used to paying, they start including commercials anyway.
Netflix is still my favorite, because at least they created a new cheaper tier with ads that you could opt in to, instead of just trying to force you to watch ads for your current tier that you're already paying for. It's a subtle difference from what Amazon did, but it shows how Netflix at least tries to make their customers happy. While Amazon and Disney are like, "we don't care if you hate us, you'll pay us anyway."