A physical scratch-off 30 day gamecard back in february 2005 when the game came out for us costed what was equivalent to around (current rate) 9 USD here in Iceland. Subscription was even cheaper. It took years for the subscription price to reach current numbers (I don't remember what the numbers were in dollars back in the day but with the icelandic currency's poor strength and stability 15 years ago I can't imagine it was relevant).
Simply put, the price of subscription you're seeing today is much higher than it was in 2004+.