If they raise prices too aggressively, it might well end in tears. It would not be the first time that their projections are way off and based on nonsensical assumptions.
I think they'll have a hard time sustaining demand at the current level anyway, as it's mostly due to special circumstances like Covid and Russian warmongering. Marketing-wise they've done what they could, so the target group is long aware it exists amd either bought one already or wasn't interested.
Also, a good number of 5-year packages came up for renewal in the last few years, which created demand and generated revenue without leading to any net gain in members.
Then there's new visa schemes like Smart and LTR. While flawed in their own way, for those who qualify they are usually more attractive than the Elite visa.