Since fiat is dominant, services tends to adjust prices based on much a token/coin is worth, I mean, if service A costs 1 ETH when it's priced at $400, if ETH go to $800, they usually cut the price in half and you're going to pay 0.5 ETH for the same service. You can also see it in ICOs, back when ETH was worth $200 hard caps were very high ETH wise