There are a lot of people that can't afford the $99.99 as a beginning price. The new pricing structure will allow those that wish to get into the Platinum Club a cheaper and alternative way to do so. I've been a member of the PC now since it started, and I can guarantee that I could almost always use a voucher within 30 days. The only change I'd like to see on that is voucher use within 60 days instead of 30.