Well yeah, duh. They know that the rest of us have no choice but to pay it. It's like a toll charge on the only road in and out of town. You either pay it or stay where you are untill you die.
This is why monopolies are bad people.
All fees aside, the percentiles should be harder too I bet if less are taking it. The more dummies that take it, the more kind the curve on the percentile will be. If only the most dedicated take it.......well there you go.