Most any product that starts to get top heavy, paying $$$ profits to shareholders and big bonuses, will eventually ask for more money from their clients / users, hoping the rest of the competition follows suit as well.
Just think of any streaming tv service be it first satellite and then the web, they've all gone from promises of no ads to - pay up sucker. The web world is no so different in that regard, just most of us notice this behaviour more since more often a person needs to use it every day.
Are rates near zero the trend there?
More of an Econ theory argument:
Econ theory attributes economic returns to technology as those returns on investment not attributable to anything else. Ie the firm didn’t hire more accountants (or fire them), didn’t hire more workers (or fire them), and still saw increased revenue and profit. For exogenous to their usual business plan they saw increased profits. It sort of makes sense then that other exogenous events could diminish those same returns due to technology.
Further, the tech firms/industry sort of fills a “marginal contribution” niche similar to construction of real estate. Construction was very fast to respond to the increased rates-they’re who makes new real estate so that’s literally where “marginal thinking” plays a role in the market.