They’re trying to soften the blow by adding new features to each tier, but it’s still just to disguise a price hike. More games are coming to the $15 tier, but it still won’t be day and date releases. First party games come to the $15 tier “within a year”, but that’s even excluding Call of Duty.
The plan was to become the Netflix of video games, which they’re about 85-90% short of, so a price increase isn’t going to help that, and they know it.