Personally, I think the increase in price is fine and justified, and the grace period is very generous. I've always been a Roll20 supporter through the years, and still enjoy the site.
I do however see the frustration that many others are feeling, and share the same frustrations myself with many of these opinions. In the end I am hoping that these improvements are made to where Roll20 can continue to thrive. I also fully understand the roadblocks that have made the improvements and updates difficult to achieve. I have felt for a while that it might have been better to build a Roll20 2.0 as opposed to re-building the existing code that seems to be built on a shaky foundation. It's definitely apparent that many of the updates have caused conflict with past code and that is what is making the development take so much longer, so perhaps the decision to rebuild instead of patch would have been a better choice.
I won't name competitors but I will admit that one in particular up and coming VTT is becoming quite "shiny" (as stated in a previous comment), and personally there are some things that specific VTT has done well to innovate, and I really would like to see similar functionality here as well. Specifically with a node based Dynamic lighting system (that makes editing walls much easier and also the nodes mean no more leaking in between wall lines that almost connect because the nodes are all connected and can be extended from or edited at any node point) and also the ability to have other types of walls - Terrain walls, Ethereal walls, and "Is a Door" wall lines that can be opened and closed by the players with a function set by the DM to be "Locked" or "Unlocked" or "Secret Door" (that functions as a clickable door line but is hidden from the players view so they don't actually know it is a door). That particular feature makes moving the lines no more and just a simple click just... thus time saving because you don't have to navigate layers once it is set up. Also a dedicated lighting source (as opposed to light sources being attached to character sheets) can strongly improve the system, and the ability to add "flickering" animations with the light sources attached to a CSS overlay color. These are all the "shiny" things that I really want to see here. Also the addition of a canopy/foreground layer would be amazing, which I know was mentioned at one point in the past but I haven't seen come out yet.
Also I'd love to see some improvement in the Marketplace section. Specifically in the in-app area where the search just doesn't seem to bring up accurate items, and tend to point at the same few sets that are "most popular all time". I'd love to see a filter there similar to the homepage marketplace to be able to sift popular to newest and relevant. Also as a creator, I see the back end of uploading and have been entering my tile and map sizes in anticipation that those items will one day drag and drop at the intended size. Finishing that particular feature would go a long way for everyone. Plus music. Just all around music. I'd love to see it on the marketplace, and also I would love to see it done differently all together than just from a Jukebox. While a Jukebox is helpful for a global music source, having sound sources on the table can really help immersion. A token that has a sound attached (like a crackling fireplace or a dripping water pipe) with a radius that lets the sound fade in as another token comes closer is a nice touch other VTTs have now. It would be cool to see 3 types of sound approaches - global jukebox (for looping songs) a soundboard (for quick sound effects) and token attached ambient noises with a sound radius that is blocked or muffled by dynamic lighting lines.
At the end of the Day, Roll20 is by far the easiest to learn of all the VTTs out there, and has the biggest feature of all with a compendium that has drag and drop functionality that just makes things so much faster and convenient from a DM standpoint. Plus the licensing with major publishers that help support that compendium (and charactermancer) just makes an amazing tool even better. I think the ability to have custom compendiums for DMs in their own campaigns would go a long way, that way we could create our own homebrew creatures and NPCs and be able to add them to any of our own created campaigns with that same drag and drop functionality to have the token set up and ready to go, and the sheets ready to roll.
I know a lot of my comment is consisting of "suggestions" and that is not the intended scope of this thread, but I do think it is all relevant in this space, as it is all connected with what we want to see as to what we are paying for. We are happy and willing to pay the extra, and are appreciative of the grace period, but these are the things we really want to see improved to maintain the greatest VTT. Thanks for the awesome years and I hope to see more in the future!