First of all, the main thing to be said here is how disappointed I am with Square Enix. This was a great example of how you should NOT treat your customers. While I don't disagree whit price changes, the way they did it... Completely shameful.

I moved from EU to Brazil less than 2 years ago because of a work opportunity, and let me tell you something: regardless of currency rates, 13 USD/Euros and 42 BRL are completely different things. It took me a long while to get used to Brazil's currency, so I'll just use an example: My monthly energy bill here in Brazil is almost the same price as the game subscription.
So, while I can very well pay 42 BRL, knowing how their economy works, I wouldn’t encourage any Brazilian or Russian player to do so. It is miles away from what is fair, and for their reality. There is no support, servers etc in Brazil, and the lag spikes here are INSANE.

tl;dr: SE had a terrible customer policy and subscription is just not worth 42 BRL.