That, or they are in need of money and was hoping to get enough participation from the "always spenders" to fund them.
If 10% of people will spend regardless of the price, then maybe they just decided to cut the 50% they would have gained if the price was cheaper out of the equation and just keep the price high...
Afterall, 10% x 30$ is the same as 60% x 5$, and a lot less 6*s and bloom flowers get added to the population...
Still think it is shite though.