Prices too high or falling interest in camping

I am interested to hear people's thoughts on the, in my opinion, ridiculous increase in site fees. I am currently sitting in Thetford Forest site with I estimate about 20% capacity taken. We arrived at the first opening date earlier in the year for our previous visit here and again very low take up. Previous years it has been full on that date. Talking to other members, often unprompted the discussion is all about site fees. The cunning plan to initially give prices based on single occupancy when searching sites has been noticed. You used to price on assumption of couples. Please don't say you are being inclusive as still the majority are families or couples. Another excuse being peddled is the pandemic effect. Sorry, not buying it. I and my family are moving more and more to CL sites with CMC and CCC. I understand the issue about making ends meet, but charging more is pushing  members away. Surely more stays at a reasonable price equals more income. I have been a member for 40 years so I feel a loyalty to the club but that us being stretched. To prove my point I would direct you all to the relentless offers of discounts for various dates and sites. This never used to happen. Plus, to access these discounts is like taking a mensa test to match dates to sites etc. I welcome any views please.