I’d bet they anticipated the backlash, but thought it could be managed - some short term anger followed by long term profits. It so far hasn’t worked out that way, but these are still recent events; they may just wait to roll out changes more quietly.
They might be right long term, but that's 1) pretty cynical and 2) I think they might have just created the origin story for their competitors. So good news, they're making $1 billion, bad news they are now making $1 billion of a $1.7 billion market instead of $800 million of a $1 billion market.
