This is the same situation as a lot of thing, both tolls and parking charges etc. They're getting so high that lots of people refuse to use them, the prices then get higher to make the same money from less people. And it just keep spiraling into stupidity!
Even with the fuel prices it applys

Nobody seems to understand the idea of chargeing less to make more, charge people considerably les money and more people will use it, you then get more money in return due to the increased usage