Sure, but others face the same increase while maintaining a quick response time.
I read recently that Kaspersky virus analysts burn out after a year because of the constant pressure of the job. Perhaps Alwil doesn't want to lose its analysts in this way.
I've also read reports from other AV companies of the problems of the constant flow of new variants which have to be added to detections.
This situation must be more difficult for the smaller players, and my impression is that avast! is a bit overwhelmed at the moment. Certainly the virus submission system could and needs to be more efficient. I suspect more virus analysts are needed.
My own advice (if anybody wants to take it) would be to make the pricing of the home addition more affordable: at the moment it is not attracting home users to buy the product. The other two companies which offer free AV's have a much more attractive pricing policy, which no doubt leads to home users buying the pay product, hence allowing investment in virus analysts.
avast! Approx £30 inc. tax (1 year)
AVG Approx £30 inc tax (2 years) (Further reductions available on Amazon.)
Avira Approx £14 inc tax (1 year)