You’re forgetting the part where, when Atlas elite was introduced initially, people were getting way more prizes without spending. Which is why they cut the regen rate, it was easier to do than increase the price of the prize lines, especially halfway through a season. Now that the hat regen rate has been buffed for everyone, it’s no surprise they increased the price.
Am I happy about it? Of course not. But I can understand the decision at least, and I’m glad it was only a 10% increase.