Companies are becoming even more greedy recently across the board and at a rapid pace. Some people would want you to believe Youtube wouldn't generate billions of dollars as income annually for Alphabet for some reason. But the truth is the platform is extremely profitable already. Youtube simply wants even more now because competition has done the same. We've seen prices spiraling up and quality dropping in pretty much all sectors of the economy and this trend will continue for the forseeable future.
In short: Because they can (some are really stretching their boundaries, though)
Like another poster said, investors are pushing for profits. The Sillicon Valley model of throwing money at it until they figure it out is suffering with the downturn in the markets. So with the VC and investor money drying up, sites are pushing to make money to keep the lights on.
I think this is the real thing. If online companies don't match the extremely ridiculous and luck they had during the pandemic then they are doing "worse" even if they are doing just fine.
All of them also seem to be focused more on short term gains over long term losses (i.e. meeting quarterly goals by raising rates but driving away otherwise good customers and completely disregarding the benefit of customer loyalty.).