Let's say an online service worsens its subscription terms (e.g. charges extra for some hidden fees) once they reach some sufficient market saturation. Many users will not read the general terms of service updates, etc and only notice many years later. This is not really fair business and many users will feel betrayed once they realize that the service that used to be good has cost twice as many in the last few years etc.
What is this step called when a business switches from competitive to greedy without real upfront communication? The word or phrase does not need to necessarily reflect bad intent just this kind of 'making money by worsening the terms at the expense of long time customers'.
Example usage (I will use 'greedy switch' as placeholder):
John is regularly reviews his subscription plans' terms to make sure the business partners don't [do this greedy switch].
Jane recommended this banking service to her friends for its good terms a few years ago but since then they [greedy switched] and we are better of without them.