Scepticism aside, I think Ebay are trying to simplify and streamline.

I don't see how increasing a single price is streamlining anything except the path to the door (and possibly out of eBay altogether) for alot of sellers. The response here seems that over 50% of store owners don't like this process. eBay have tried to market it using typical marketing jargon but the fact is that the decision (so far) has alienated a good deal of sellers. If that was their goal, it's been achieved. They may aswell raise it too $100 and just get rid of normal store owners, though I figure they probably don't have the interest from proper businesses (e.g. like those in a shopping mall) to make anything more than $50 feesable. When they do have that interest, say goodbye to the local Joe or Jane if they want a store - they won't be able to afford it.

There are plenty of ways to simplify... that wasn't eBay's goal with this price hike, it seems.