What does YNAB actually do to warrant how expensive it is (especially post price rise)

Hi folks!

Yep, it's another post whinging about the price increase. But what I wanted to ask about in particular was exactly what we know YNAB's team "does" behind the scenes? I mean, I know everyone and their mother is using inflation as an excuse for price rises, but exactly what are YNAB's overheads/what are they working on to actively improve their product (beyond changing "Reports" to "Reflect;" truly a substantive change!).

I can't pretend to know the first thing about hosting a live service like YNAB, but what exactly remains for them to actively "work on" or develop? Is the product not at a point now where they just need to maintain some servers, pay whatever overheads are needed to TrueLayer or whoever and pay a few support staff?

To my knowledge, YNAB offers a whole bunch of superfluous resources and workshops and things that are of no personal interest to me (I can't really guess what percentage of users actually do/want to take advantage of this peripheral stuff) and, of course, customer support is great in the sense that you can get through to a human real quick... but if money's tight/YNAB needs wider profit margins, why not trim the fat? Do people need to talk to agents frequently? Can it be outsourced or downsized?

What's the scope of YNAB's ambitions that leads to them wanting to do anything more than just maintain the service as-is?

In terms of my own personal wishlist of what I'd like to see from the app.... really the only thing is just for TrueLayer to add a couple more UK banks. That's genuinely it. I'm baffled as to why YNAB needs to pull radical price increases when it doesn't seem to be a service that has the same company-side overheads like, say, Netflix?

TL;DR - Drop the workshops, stop developing for development's sake, trim the staff... ???? Profit!

Yours sincerely,

Some guy who doesn't know jack about running a service, but loves penny pinching.