Yet despite "not believing in cash", they began offering a whopping 10 free withdrawals a month when hiking their prices to current premium levels.
Which, in turn where a multiple of their former prices they were "believing in".
Oh, while we're at it: didn't they believe in "only paying for what you're actually using before that" (with their first pricing scheme)?
One can hardly be faulted for coming to the conclusion that their "beliefs" should be taken with more than just a grain of salt. Especially with concrete specifics of their offerings. They're probably more driven by customer demands and their bottom line than some might acknowledge.
On a more positive note, their striving to provide a "great experience" that is worth its (premium) price seems ingrained in their culture.
EDIT: sorry, I probably better should have said it here.