A much better business move for Betterment would have been to spend less money on developing new features, in order to be able to leave the existing price structure in place. In fact, I still think they would be better off reversing this policy, which wasn’t going to take effect until May. Promise to keep the base-program fees at 0.15%, not just now, but forever. And issue an apology for the mis-reading their customer’s preferences. It would be a nice growth experience for everyone.