I don't know what the previous price is but Apple Care price seems to change from product line and generation of product line, so if it did go up you could look at it as Apple sees a higher risk of loss on the new line much like car insurance.
At first, I saw the AC on 13'' was ~$1XX... now its $249? or has it always been that....
Hmm... I guess you're pretty safe when buying from a top seller with good reviews?Beware of Apple Care on Ebay. You might get stuck with a used one.
13" Applecare can be had for around $110 on eBay. Just buy from a top-seller with a few stars and hundreds of positive feedback.