You are going to have to be a bit more specific. What could this service be that an alternate couldn't be found? You have to remember, the internet really isn't that old so we all used to do just fine without it for many many years prior to its creation.
Unless it is a service that the customers have a right to and as such, might have some governmental control, it is likely the owner can change the price and pricing structure as they choose barring any contractual agreement that would prevent it.

