I'm not sure I'm understanding the hate for a price increase? It has increased from £89.99 to £109.99.
I believe that the 2020 set was on sale at £89.99. If correct, then using the ONS RPI figures for July 25 and July 20, then the equivalent price would be £124.25.
Therefore, I don't think the increase is that unreasonable in the grand scheme of things.
I also quite like the look of it as it brings something new to the Winter Village theme instead of a building - apart from the tram in Holiday Main St.