I'm not sure its that brilliant. You just had an event that made people really think about if they actually wanted it or not with potentially a lot of cancellations. You may have had a few people come back, but now with a price hike they're once again re-evaluating if they really wanted it. For others you lost, you're now probably continuing to cement that decision. Meanwhile, those that felt "I can't quit, its just too good of value" are now also reconsidering that evaluation.