Think people are misunderstanding what is going on here. We're in a very unusual time period, one where right now football clubs in the UK are making £0 matchday revenue. Take into consideration how many weeks we've played behind closed doors and you'll soon understand just how much money EVERY club is losing.
This is just business, the revenue goes to the clubs and I guess it is a way to try and subsidise the lack of match day revenue by doing it in a digital manner. No, it isn't for everybody, but this price would have been chosen based on research. Whether you like it or not though clubs have to try and make money, the most logical way being by charging people to watch matches (just like they would usually).