I love Evernote and it's one of my most used applications on desktop and mobile, but this company really doesn't understand how to make money. There are loads of free alternatives to Evernote as far as note taking goes, so if they want people to upgrade to a paid account it needs to be cheap and an impulse purchase. The cost of their Premium account is bonkers - almost as much as Netflix. If they only had one Premium option and it was $9.99 a year then I would hazard a guess that a staggering number of people would take them up on that.
They're so obsessed with the advanced features that Evernote has (that very few people actually use) that they've massively inflated their idea of what the service is worth to most people. $34.99 a year for Plus and $69.99 a year for Premium makes no sense.