Most cloud technology providers include a clause in their contract that calls for CPI (Consumer Price Index) or X% price increase/uplift at the time of renewal (in some cases, these price increases are uncapped! ). Typically this increase is justified based on inflationary impacts, which can be argued one way or another (i.e. natural inflation due to economic conditions vs. how efficiently technology can be delivered; an example is the reduced cost of data storage over the past couple of decades). The other reason for these uplift costs is due to increasing innovation. The premise is that through the course of your subscription, the cloud technology provider is continuing to make investments in the solution that will yield a benefit to you. These innovations need to be developed and supported, so the increase across the customer base helps to fund the associated efforts. This makes sense. You get what you pay for. The expectation we put on cloud providers is ...