"They invested a lot of money up front to get this going, with a view to making back that investment with a profit over many years.
The 'over many years' is the main point here. At the moment it looks as if they wand to do it in one year."
I seem to recall that Microsoft's MO is to have the minimum number of price changes possible. At every price change they try to predict future trends and price accordingly.
If I'm recalling correctly, I picked that up from a Reg article on enterprise VLAs some time last decade.