> But the heavily discounted prices of the 2010s aren’t coming back. The Millennial Consumer Subsidy is over, and for the foreseeable future, metro residents will have to go about living the old-fashioned way: by paying what things actually cost.

Or, more likely, these residents will simply not pay for luxury goods and services that were previously sold at a loss.

I thought that phrase sounded familiar... the author's term is perhaps inspired by the article "Farewell, Millennial Lifestyle Subsidy" published in the New York Times almost exactly a year ago, which also discusses Uber pricing as an example. (it got posted several times on HN but without much traction).

https://www.nytimes.com/2021/06/08/technology/farewell-mille...

The Atlantic author in 2022 says "I call this the Millennial Lifestyle Subsidy", not offering credit to anyone else, but back in 2019 he was calling it the "Millennial Lifestyle Sponsorship", with that phrase linking to a tweet by the same person who later wrote "Farewell, Millennial Lifestyle Subsidy" for the NYTimes, seeming to offer him the credit for it.

We will slowly start to discover the true cost of these products and platforms. And when we do, people will not be happy seeing ads on the $6,000 exercise bike they just bought.