Why do the Prices keep going up for repeat customers?

"I can get a rec for $35 down the street, and it works exactly the same as yours. I originally paid $40, then $50, and now your offer for renewal is $60 for the same rec. Not only that, but if I renew after my expiration date, the renewal is only good until this year’s same expiration date, it’s not a full year. Customer Loyalty does not seem to be a priority here. Why should I choose your service at this point? I’ll make sure to let my friends know not to renew here anymore, as I don’t feel what you are doing is in the best interest of the patient, it’s in the best interest of your pocket books."