There is a notable vibe shift from when I showed a date my plex setup 5 years ago to now. Awhile back it was ick-inducing, now it's cool again to own your data / not pay for crap.
Ideally it will look from the outside like people are abandoning the internet when really what they're abandoning is the web (that's the sick part anyhow) and moving the rest of their digital lives into a vpn-mediated sub-internet made of the participation of people that each user knows via face-to-face interactions.
You're right. Plex is rolling out some plex-pass crap and jumping their pricing from 120 to 250usd for a lifetime pass. Hard pass for me, installed Jellyfin last night.