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They mentioned multiple times that the game would be cheaper during early access and people had more than a year to buy it at the reduced price. The price increase was also announced a few days in advance so people had a few days left to go with the discounted price.
You seem to have missed all of those announcements. And the game is currently 15% off its final price to celebrate that the game just went into final release.
Why does the dev want to sell a game in EA?
First, they get feedback - but it's also a lot more work to keep a public version operational, so in itself, that's a limited incentive.
Secondly, the big reason is that by default, game development is funded by a loan, wether from a publisher or investor. Loans are EXPENSIVE - probably 30% interest rate PA. An EA sale of $20 means they need to loan $20 less, but also means that much less risk.
So, a developer wants to give real incentive to join EA. You can view it as incentive to buy early, or as how much less your money is worth after release, there is some truth to either view.
There is another school of thought, that increasing the price a bit is important so that they have the 'ceiling height' to have big sales without giving it away for free.
The price increase was announced well before release, and it was also hinted at when EA began, so it's fair enough, as such.