along with the massive amount of censorship going on WORLDWIDE online, you have the gumption to stick it further from another angle to the masses?
Hey, we don't think we're rich enough yet. We want MORE MORE MORE.
This stinks of GREED amongst other unsavory things.  
7% increase is more than COLA... A lot of people's incomes are static or dropping and making a basic business expense increase at a greater rate than income is UNAMERICAN.