Well, well, well. Costs go up; we all have experienced the inflation that came with COVID over the last several years. And the owner of Plex lives in Hawaii so he needs our money.
Seriously, though, I started using Plex on an Intel Core 2 Duo Mac mini when it was a fresh fork from XBMC. The point of Plex then was to have a Mac-specific home theater suite that could take advantage of Apple's hardware (which even Apple didn't do). You wanted AC3 Dolby Digital with Apple? Good luck with that; you had to be a master at Audio MIDI Setup (a real pain in the backside). But Plex was one of the first to bring it and the 5.1 digital surround via the optical port that all Macs had at the time. Big win for Plex. Over the years the software changed and evolved - stand alone server and playback apps, addition of DTS audio, 4k HDR, 7.1, third-party remote controls (I still use my Harmony remote), gpu-accelerated video decoding, remote streaming, Linux, Windows, and, of course, some bloat. But the bloat is not nearly as bad as my LG TV, which after a mandatory software update brought commercials as soon as I turn the thing on. But at least it has WebOS, so and I can stream my 4k content using Plex for WebOS. And much of the Plex bloat can be disabled, anyway, so no big deal.
I'm glad I bought a Plex Pass several years ago for $75. It's been one of the best purchases I've made. Before that, I'd donate $25/year to the Plex team (all volunteers) because it was so easy to use with my media. I don't expect to see any decline in my use of Plex. It's been well worth it.
So buy that lifetime pass while it's cheap. At least they're telling us it's coming.