The entire pricing/marketing system has been like this for years. It's a great pull for new cruisers who 'think' they are getting a screaming deal when in fact this is the same deal that has been going on for years. The cruiselines hemorrhaged over the last years and must now attempt to make up for it as quickly as possible. Pricing is up, fees are up and the amount of 'free' stuff is quietly reduced and limited as years go on.
As with any trip, it simply comes down to the final number. If folks think it's too high they'll spend their dollars elsewhere and the lines might have to adjust. But yes, it always feels very bait and switch...