[arrl-odv:34863] Member Receiving QST in First Class Mail?

Received interesting input today. A member commented on receiving QST lately in a white envelope with $2.94 postage. The member multiplied the $2.94 by 12 months, and noticed the cost of sending the magazine for a year was $35.28 plus the cost of 12 large envelopes and the effort needed to stuff and prepare them. This is getting close to the $49 a year total dues. This was particularly noticeable with respect to the dues increase survey. Why would a member who is not a Board member or advertiser start receiving QST delivered as First Class Mail?  73, Dick, N6AA