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Your land lord is correct to extract the maximum you are willing to pay.
He wont know when he has reached that maximum until you refuse to pay more.
So he is raising the rent.
Or
Your land lord feels he can get more from a new tenant.
Rental rates have been going up quickly as former home-owners are looking for quality rentals.
In either case the landlord would be unwise to take less than what the average quality tenant is willing to pay.
Simple economics.