I'll play the devil's advocate to your devil's advocate :-)
This won't be the last increase.
More importantly, operating costs are a lot cheaper than they were in 1999, across the board. When you look at the amount of automation and how cheap the infrastructure has gotten, then it becomes clear that there should be a huge price increase (or rather a need).
Of course, we do have the issue of rising salaries. Whether that can be covered by the offset in lowered expenses, it's hard to say.