I'm sure I paid less than 100 Euro for my v7 license.
From their website: "SheetCAM v8.0 will launch at an introductory retail price of $279." So yea, it seems like the price bump is for version 8. I'm not seeing anything that justifies the increase in the promotional video. Kind of makes me wonder if they got bought or if someone else is running the company and trying to capture more value.