BELL is renowned for holding their line on price. You pay for...

BELL is renowned for holding their line on price. You pay for what you get, and they believe their front end is the best.

They couldn't possibly cannibalize their existing business with a cheaper sister offering so I would guess the $9.50 is going up and there will be a marketing campaign to explain why it's the right move.

There are many businesses offering cheaper execution, so clients get to vote with their feet if they don't like it and if they do like it, then a little more won't hurt.