My wife and I are both casual members, cycling 10-20km per day to keep fit, and we justify this at the current level, but with the new pricing you are certain to lose one, or more likely, both of us.
That said, we understand the drive to better support your more hardcore cycling membership with better features.
However, if a household membership option were available then it would be more likely to pass our value for money test. E.g. All subsequent registered at the same address and paid for on the same card are at 50%