AT&T internet prices are hiking?

I have been using AT&T since 2011, never really had major issues while working from home for an IT related Job. Couple of years ago- i moved to new house in Fort Worth, Alliance area. Looking per recent bill their billing are increasing; even I had $65/mo for 500 Mbps fiber connection but they charge increased to $75.39 back in June.... then since Nov they started charging $80.92.

Carefully looking the billing, I can see "Internet 500 (Fiber 500) Stand-alone AT&T ActiveArmor internet security included  AutoPay & paperless bill discount ($5 off with credit card) ".

I really don't understand this ActiveArmor thing, and I never signed up for this service either. Looks like this is another security layer they have added to our accounts since they breached several months ago. Does anyone have any clear understanding or insight on this? or running into the same situation as mine?