Exchanges rates change over time. And as we calculate our prices in Euro, we have to adjust our prices regularly. Of course you can always decide which currency you use for your payment. Often it is cheaper to order in Euro/USD as your credit card company may have the better exchange rate than the payment service you use.
Last year you paid $294 for a commercial Complete plugin license. Earlier this year we lowed it to $274, but today we recalculated and today you can buy the same license for $245. A saving of $49 US Dollars.