I am so disappointed with the new Prime Membership Price of $54.95. I can see the need for a small increase, but my goodness that is a bit too much. Does this mean that the Prime Membership Cost for each item will be much lower? Say instead of $4.50 will it be $2.25?  What will be the advantage to the customer to pay the larger membership fee?  Will the coupon rate be higher say 50% off instead of what we currently get? What is the incentive to continue with the prime membership? Will you match the benefits we currently get with the Daz Store membership?   What are the benefits of this price increase?