I imagine costs have increased (more expensive server components due to ai shortages, more users to stream to, ever-increasing storage for the unthinkable amount of video that gets uploaded to YouTube nonstop). I imagine Google going all in on ai (infinite negative money glitch) costs a lot and they're trying to cover the costs elsewhere so the investor report doesn't look so bad and spook stockholders into selling. I'd keep an eye on other Google services to see if their prices also go up over the coming months.