$34.99-$39.99 now instead of $29.99?

I decided today to sign up for the subscription, only when I went into the app they’d raised the price to $34.99. When I checked on the website it’s listed as $39.99. Did anyone else get a notification ahead of time? I’m kicking myself for not doing it earlier, but it would have been nice if they’d let everyone know how “limited” the “limited time offer” was.