If you're self-employed, have investment income, or asset depreciation, you probably already do your taxes with a real CPA. If you aren't, you probably should.
Not necessarily. If you've already got your home and other items paid for, you can be self employed and live off a fairly meager self-employed income. Or alternatively, if you have a lot of investments you can survive quite well with no direct income. Just because you have some wealth or are self employed does not mean you have a lot of discretionary funds, nor that you want to spend those funds on a tax professional.
A quick search of Google for tax prep costs for an 1040 with an itemized schedule A, plus Schedule C, Schedule D, and Schedule SE (which are the ones I personally file for my own home business), plus the similar state tax forms, have a starting cost around $400.
The big tie-in for Intuit is if you use their accounting software (Quicken for individuals, QuickBooks for small business and personal mixed funds) and properly mark your transactions then TurboTax will automatically do all the hard parts of the taxes for you, almost zero data entry was required. It would automatically itemize everything based on all the details you enter for every transaction over the year. You end up paying about $150 per year in software, but it makes accounting a little bit easier.
They could have done this with much less backlash with a little bit of additional communication. Maybe announce two years in advance that the prices will be going up, making it visible as part of the annoying ads they have built into both products in recent years. It is still cheaper than hiring someone to do it, but it is an unexpected cost they didn't mention until the last minute.