Bests & Worsts Reviews from Amazon

I've been purchasing this product for four or so years because I love it BUT as it's become more popular (which is great for the company) I've watched the price rise every few months from $35 to almost $100 (not great for me). I don't have a problem spending money on a good product but exactly what was done to improve the product to justify the drastic price increase? If I'm going to spend $100 on eye cream it will be for a product that offers SO much more than Neocutis.