Because it still isn't profitable and maybe never will be. I would still use it if it cost more -- hell: I'd probably use it more as I'd feel better about it ;P -- but a lot of people wouldn't as it is already a borderline-luxury for a lot of people. They continue to claim they are "drawing closer to profitability" -- as recently as a couple months ago, after reporting their first quarter earnings (which happened to show a $6b loss that isn't actually relevant as it was primarily due to investments instead of operations) -- but I feel like they have been saying that for a long time now? But sure: they might finally succeed in reaching at least "break even".