As long as I've been on Heartsy I have seen little posts saying that they VIP membership would be going up to $10, so I'm not really surprised. I definitely knew it was coming.
I canceled my VIP membership last month after I hadn't purchased anything in over a month. I figure, if I find something I like, I'll buy another one and make sure I use it more than once for Christmas gifts. At least then it's worth it. I don't think I'll ever keep it running month after month though.
I do agree on the lack of variety recently. I don't know what they're thinking.