In the US it’s a spectrum combining party policy and Overton Window. As you move left, you go deeper and deeper into increasingly extreme thoughts on policy regarding what we consider classic liberal topics such as social justice, corporate power, various societal and economic reforms, etc till it hits an extreme that’s considered radical to the average, the same goes for the right and classic conservative views.
Hugging the middle/mixed gray zone are the Centrist.
As with many things, it really is likely a mixture of both. Very possible that 9.99 was unrealistically low, but the current streaming market and “inflation” smoke screening is also enabling some real squeezing of consumers.