Because it's harder to justify being the person who raises prices that much, while claiming to "enable the internet for all" or whatever their mission statement is. With the right PR, you can sell out and try and keep a straight face.
Seems like they missed the right pr then?
In the short term, sure. But in the long term, they have a pile of cash they're not giving back and somebody else (who doesn't give a shit) takes the blame.
Because they are a non-profit who can't pay themselves ridiculous salaries. Instead, they can now work at Ethos and draw ridiculous salaries.
How naive indeed. What a shame.