You're going to see this with a lot of streamers ... they need to FORCE people onto the ads for the revenue. It's not really about the $ increase in the add-free options, but trying to figure out a price that doesn't look crazy, but at the same time ensures people will switch to the add option. Disney really doesn't expect many to pay that $13.99, but they'll take your money if you're still nuts enough.
Between MAX, Netflix, Peacock, D+ etc ... we just need to prepare to be back to the days of ads on everything that you can't even skip. Peacock is being offered free to many Comcast subscribers, but if you take the offer you don't even have the option to pay a bit extra for the ad-free ... Peacock would rather give the service away to build up the advertising base.
It's not a pretty picture for the future of streaming